Viacom, Snapchat ink global partnership - Mobile World Live

Viacom, Snapchat ink global partnership

11 FEB 2016

Media giant Viacom and messaging app company Snapchat announced a “wide ranging deal” intended to enable both companies to “creatively and authentically speak to millennial and post-millennial audiences”.

Viacom will introduce two new channels to Snapchat Discover – Comedy Central International and an MTV Channel in the US, which will “complement the already successful Comedy Central and MTV International Discover channels”.

It will “further invest in the creation of original premium video content specifically for Snapchat Discover”, building on an existing commitment to create original content with additional resources supporting the launch.

The deal also has an advertising element. In addition to selling its advertising alongside its own content on Snapchat Discover, Viacom will have the right to sell Snapchat’s US owned and operated ad inventory.

It said that this will enable it to offer “even more value to television advertisers who want to add Snapchat’s wildly popular premium video platform to the media mix”.

“Through this partnership with Viacom, we can now offer television advertisers a way to tell their stories across television and mobile in a frictionless way,” said Imran Khan, Snapchat’s chief strategy officer.

In November it was reported that the number of videos watched on Snapchat every day has tripled since May to hit 6 billion.

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Saleha Riaz

Saleha joined Mobile World Live in October 2014 as a reporter and works across all e-newsletters - creating content, writing blogs and reports as well as conducting feature interviews...More

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