Twitter to Stream Ashes in New Content Deals
Twitter recently unveiled a slate of premium live and in-stream video content deals across sports, news and entertainment. Over 35 collaborations were announced, bringing hundreds of hours of new exclusive video and live original programming, live games and events to the platform. The announcement includes extensions of existing global live deals and brings new always-on premium video content on Twitter to advertisers in Asia Pacific. In relation, Twitter rolls out in-stream video advertising offering to the region starting with Australia – more details here.
Twitter executives including Global VP of Revenue and Operations Matthew Derella, Managing Director of Asia Pacific Maya Hari, and Director for Live Partnerships, Bo Han, presented the video content offerings to brand and agency partners. They were joined by guest speakers including Dan Rosen, CEO, ARIA, Anjali Kapoor, Head of Digital, Asia Pacific – Bloomberg LP, Alexander Broun, Director, Digital solutions APAC at FOX Sports, Diane Ho, Head of Screens, Seven West Media Limited, among others.
“Live is at the core of Twitter. In Q2, we streamed over 1,200 hours of live premium content globally from leading brands across sports, esports, news, and entertainment,” said Matthew Derella, Global VP of Revenue and Operations, Twitter. “Asia Pacific is the growth engine of Twitter and we could not be prouder to extend our success with both live streaming and in-stream premium video content in the region.”
“Digital video consumption is growing rapidly in Asia Pacific and estimated to grow to over a billion by 2020,” said Maya Hari, Managing Director of Asia Pacific, Twitter. “Introducing over 35 live and in-stream video sponsorship deals today to APAC advertisers will strengthen the success of our only-on-Twitter experience in the region and globally, combining high quality streaming video with conversation on what’s happening in the world right now.”
Attendees were given an overview of the different ways marketers can ‘be what’s happening’ by advertising against premium video content to influential, connected audiences. New live and in-stream video content announced on stage included the following:
International Cricket Council (ICC): Cricket is the most popular sport in multiple Asia Pacific countries, and Twitter lights up around international matches every year. Fans will be able to experience replays and highlight videos on Twitter from the International Cricket Council (@ICC)’s events in 2018.
Channel 7 Sports: Tennis fans in Australia will get a closer look at the first tennis grand slam of the year via @7tennis on Twitter as they bring highlights and videos from the Australian Open throughout the two weeks of the event.
Fox Sports Asia: Fox Sports Asia (@FOXSportsAsia) is one of the region’s largest sports broadcasters and have been leaders in the production of snackable video content for fans on Twitter. From the US Open tennis to Asian football, motorsport to golf, Fox Sports Asia will be bringing fans their most premium real-time highlights videos on Twitter in 2017 and 2018.
Riot Games: Riot Games (@RiotGames) is Twitter Australia’s partner on League of Legends, the world’s highest participation eSports title. The partnership has seen two full Live stream experiences for League of Origin and Oceanic Premier League Grand Final, as well as ten live broadcasts via Periscope Producer. The partnership will see more eSports action coming for fans in the Asia Pacific region.
A full list of partnership deals is available here.
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