Turner, Snapchat ink content, ad deal

Staff writer
20 Dec 2016

Turner and Snap are expanding their partnership by bringing new brands to Snapchat’s Discover platform, extending live coverage of Turner’s premium sports events, and working with several Turner brands to develop Snapchat shows.

The deal encompasses content, distribution and advertising centered around Turner’s leading portfolio of networks, programming, events and brands.

“This deal marks the latest strategic move for Turner to innovate within the digital arena and provide complementary viewing experiences for a younger, mobile-centric audience,” said David Levy, president of Turner.

“Snapchat is a powerful outlet to directly connect with the millennial generation and perfectly aligns with our portfolio-wide strategy to engage with audiences at every touch point,” said Levy.

As part of this deal, Turner will work with Snap to develop original shows from its series and brands such as TBS, Adult Swim, truTV, Great Big Story and Super Deluxe.

Turner’s portfolio will create and produce original content from its popular franchises and networks specifically for Snapchat’s mobile-first audience.

Turner’s Bleacher Report, the digital sports brand for the millennial generation, will launch a Discover Channel in the United States, comprised of videos, images, animations and graphics covering the top stories in sports each day.

It will join the CNN Discover Channel, which will expand its offering to feature more daily content than ever before, including in-depth, global news stories hand-curated for the Snapchat community.

The agreement continues to leverage Snapchat’s immersive Live Stories with expanded coverage of Turner’s premium sports content, including the NCAA Division I Men’s Basketball Championship and the PGA Championship.

The exclusive access around these premium sports properties brings Snapchatters closer to the action with behind-the-scenes coverage, videos and photos from on-site correspondents.

Turner and Snapchat will collaborate on advertising sales, developing exclusive and immersive ad experiences that provide brands the space to connect with millennials in a dynamic mobile environment within original shows and Live Stories.

The two companies will also provide sponsors with creative advertising opportunities on the Discover Channels, offering brands a full-screen, creative canvas for mobile storytelling.

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