AOL, Twitter content partnership
April 20, 2017
By Chris Forrester
AOL UK has announced a new partnership with Twitter that it says will add new audiences and opportunities for advertisers with AOL’s original video content, the first pure-play digital video content producer on Twitter’s Amplify offering. Through the combination of sponsorships and video advertising opportunities on AOL’s original content and its insights and data; advertisers will now be able to reach their desired audiences across AOL’s owned and operated properties (such as The Huffington Post, TechCrunch, Engadget), partners such as Microsoft’s MSN, Outlook.com, Skype, Xbox, and now also Twitter’s millions of users.
The agreement will result in live celebrity interviews, current affairs video footage, to original award-winning features and episodic content available to users. AOL produces a large slate of premium video programming across its sites including Fearne on Fashion with Fearne Cotton and upcoming series The New Activists with Made in Chelsea producers Monkey Kingdom on HuffPost. As well as buying through AOL, the video content will also be available to buy through Twitter directly.
The duo say the AOL partnership with Twitter enables brands to select relevant, quality, safe environments to connect with consumers across a range of video advertising opportunities, at scale. AOL is now a wholly-owned subsidiary of telco giant Verizon.
Mark Melling, Senior Director of Video & Branded Content, AOL UK said: “Through our own brands such as HuffPost, Engadget, MAKERS and the BUILD Series, we can create and distribute relevant and engaging content that viewers crave alongside new opportunities for brands to interact with consumers in creative and engaging environments across any device. This new partnership with Twitter shows our commitment to an open ecosystem to deliver an even broader audience that allows brands to connect with consumers through great content at greater scale. Combined with our own media brands and distribution platforms, this deal makes our video proposition more compelling for advertisers that want to appear against premium, rich video content.”