ITV and Twitter have announced a new multi-year content partnership in the United Kingdom, which will bring the best of the broadcaster’s output to the platform alongside new bespoke content activations.
Over the next two years, Twitter users will be able to engage with the moments that matter from across ITV Sport’s programming, including the Rugby World Cup and the FA Cup.
Through Twitter Amplify, which allows advertisers to align their ads with premium video content, sponsors will be able to sit alongside ITV content through Twitter’s advertising tools.
“Both Twitter and ITV are at the heart of so many conversations across the UK, so being able to bring the biggest cultural and sporting moments to users on an even greater scale is incredibly exciting,” said Theo Luke, Senior Director, Global Content Partnerships at Twitter. “Since the start of our partnership with ITV back in 2018, we’ve been incredibly impressed by the creativity of their editorial unit alongside the commercial aptitude and collaboration of their sales teams. Through Twitter Amplify and the addition of Twitter Next activations to this partnership, advertisers will have even more opportunities to engage with the very best of ITV’s programming in even more impactful ways.”
Pathman Ruthirapathy, Digital Partnerships Controller at ITV added: “We’re really excited about continuing ITV’s long-standing partnership with Twitter. The Twitter Amplify product will be available on some of the nation’s most loved and talked about shows including the FIFA World Cup, Love Island and I’m A Celeb.
Over the course of the partnership, the Twitter Next team will produce a selection of activations across ITV’s schedule.
Source: https://www.broadbandtvnews.com/2022/05/31/itv-and-twitter-in-new-content-partnership/