Twitter MENA expands premium video with multiple partnerships
New research reveals that 72% of Twitter users in MENA consider Twitter as one of their main sources for online video content
At its first TwitterFronts event for the Middle East and North Africa, Twitter unveiled over 16 premium video content collaborations across sports, entertainment and news. This provides advertisers more opportunities with premium video on Twitter to connect with the most valuable audiences when they’re the most receptive.
Hosted by Theo Luke, Twitter Head of Content Partnerships, EMEA, and other regional executives, Twitter announced new partnerships and expansions of existing content deals, giving brand and agency partners new and expanded content which allows them to connect to valuable audiences during relevant and engaging cultural moments.
“Across the world, we find that Twitter's audience leans in to our partners' premium real time video and our advertisers appreciate aligning with our brand safe inventory; whether via global-firsts originating from MENA which include custom productions which position brands as viable distribution partners, or by accessing original programs and video highlight clips. This event is a great way to celebrate that momentum with our partners,” said Twitter Head of Content Partnerships, EMEA, Theo Luke.
Twitter also shared new research, conducted by Toluna a consumer insights company, which examined user preferences for content and their interactions within the online video landscape on Twitter among its users in Saudi Arabia, UAE, Egypt and Kuwait.
The research revealed that the majority of Twitter users - 72% in KSA and UAE and 62% in Egypt - consider Twitter as one of their main sources for online video content and also that 64% have previously watched live streamed content on the platform.
“We’re excited to bring premium content partnerships to these audiences and look forward to seeing continued success by advertisers as they launch new products and services when partnering with such content,” said Benjamin Ampen, Managing Director, MENA, Twitter.
Original and video highlights programming announced on stage, included below, will be led commercially by Twitter and its exclusive sales partner in MENA; Connect Ads
The research revealed that entertainment, fashion, cooking and travel are among the top five popular video content genres by Twitter users in MENA. The most viewed videos around entertainment include humorous clips (47%), highlights from TV shows (29%), celebrity interviews (26%) and highlights from TV series (24%). Twitter has made deals with MBC group, Abu Dhabi Media and Dubai Media Inc.
MBC Group and DMS (a sister company of AMS - MBC’s Exclusive Media Representative): The partnership includes highlights, backstage content and recaps of the top regional flagship shows, including the Voice, Arab Idol, Arabs Got Talent, Top Chef in addition to recaps from top Ramadan shows and MBC Group’s regular programming in lifestyle and entertainment categories. DMS will be the commercial lead for the group’s content on Twitter.
“MBC Group is the largest and most popular media group in the MENA region. MBC’s premium content, flagship shows and offerings are an integral part of the Twitter conversation - thus engaging millions, every second of the day. We are delighted to partner with brands whose principals and end-users value our offerings. With MBC’s strong Ramadan 2019 line-up, across several channels and multi-platforms, we are looking forward to some great outcomes.” Johannes Larcher, Managing Director – Digital/VOD, MBC Group
Abu Dhabi Media: Brands now have the chance to tap into content around special Ramadan programming as well as original talent and talk shows, reality makeover shows, cooking, travel and cultural shows. This deal also includes select sports programming content.
Dubai Media Inc.: Dubai TV will bring special Ramadan programming to Arabic speaking audiences on Twitter as well as top entertainment shows such as Carpool Karaoke Arabia season 2, The Insider Arabia season 2, Mashaheer season 14, Fashion Star season 4 and many more.
“Our relationship with Twitter has grown over the years and we look forward to strengthening it further.” Heba Al Samt, Radio and TV Digital Media Department Director, Dubai Media Inc
- Rotana Group: The expanded list of content with Twitter’s existing partnership with Rotana TV includes exciting new content formats related to original Ramadan programming, popular shows such as the nightly Tarek Show, reality show Shark Tank, football program Kora, as well as new shows such as Talent and The Launch. In addition, brands will have an opportunity to align with content related to movie premieres, music and a year-long calendar of concerts.
The research revealed that football, wrestling, tennis and motorsports are among the top six enjoyed sports video content by Twitter users in MENA. The most viewed videos around football include match highlights (87%), behind the scenes (49%), player interviews (53%), and commentary and analysis (39%).
Football clubs: New formats will be available around football content for Al Ahli and Al Ittihad Saudi football clubs that include behind the scenes with the teams, training sessions, team travel, interviews, fan moments and team archives.
In addition, football content will be available on Twitter based on existing global and regional deals for the following clubs; FC Barcelona, Real Madrid, AS Roma, Liverpool, Manchester City (both available to official sponsors only) and other Saudi football club content through a partnership with Sela Sports.
“Al-Ahli board believes that the association with Twitter represents an important step for both parties, assuring that the successes achieved by Twitter during the recent years have driven the club to sign this partnership contract.” Al Ahli Club media center
beIN Sports: In addition to access to UEFA Champions League, La Liga and UEFA Europa League content, Twitter is expanding its partnership with beIN SPORTS to include near live highlights of the UEFA Nations League, the CAF Africa Cup of Nations, the FIFA Women’s World Cup and the South American Football Championship Copa America. Premium video clips will also be available for the tennis Grand Slam tournaments; Australian Open, Roland Garros, Wimbledon and US Open.
Formula 1: Formula 1 is the biggest motorsport series in the world. Twitter has renewed its global partnership with Formula 1 to bring the best moments of every Grand Prix to its platform, including an exclusive live show happening immediately after the podium across 11 Grands Prix in 2019.
The event concluded with an introduction to Twitter’s new Content Studio, a service that implements Twitter-specific best practices to ensure brand assets are working their hardest on the platform. The Content Studio team has worked with over 150 brands, and helped produce more than 250 campaigns for Twitter’s partners.