The past few months seem a time for acquisition and partnership on Twitter. Recently, the platform acquired the Revue and Squad apps. It entered into partnerships with Amazon Web Services, Breaker, Double Verify (DV), and Integral Ad Science (IAS). Just recently, Twitter and NBCUniversal expand their partnership.
Since October 2013, Twitter and NBCUniversal have been strategic partners. NBCUniversal is one of the world leaders in entertainment and media development. As part of the partnership, Twitter will provide NBCUniversal and One Platform (the network’s owner) with sales support among 160 countries. Twitter will also allow both companies to leverage their advanced campaign management and targeting tools.
In exchange, NBCUniversal will exclusively focus on programming for Twitter. They will ramp up Twitter live events such as the E! People’s Choice Awards, Golden Globes, Macy’s Thanksgiving Parade, etc. Together, Twitter and NBCUniversal aim to provide better ad experiences on what’s relevant and trending.
Twitter and NBCUniversal expand partnership as of 27 January 2021.
Implications for Marketers:
As Twitter and NBCUniversal expand their partnership, users should look forward to more meaningful content on live events. Marketers should keep watch of upcoming events and possibly collaborate with the event organizers. With 330 million monthly active users, brands can boost brand awareness and increase conversion through Twitter live events.