Viacom is the latest media company that wants to mine promotional, video-based tweets from its TV nets into silver nuggets.
Media conglom announced a partnership with Twitter to sell advertising for video clips culled from popular shows and tentpole events on Viacom’s networks, which include MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land and Spike.
Partnership will launch with the 2013 MTV Video Music Awards, set to air Sunday, Aug. 25, from Brooklyn’s Barclays Center. During the VMAs, MTV will post real-time, sponsored highlights to Twitter of show’s most buzz-able performances, interviews and backstage moments.
Last year’s VMAs was one of the most-tweeted events of 2012. According to Twitter, uses cast more than 52 million votes by tweet for the “most sharable video” of the awards show, while the telecast generated another 14.7 million tweets.
Nets have used Twitter for years to drive viewer engagement and live tune-in — but now see opportunity to capture incremental ad dollars.
“The VMAs virtually pioneered the social TV moment, triggering a demand among marketers to tap into the fan conversations and trending topics that Viacom networks create every day,” said Jeff Lucas, head of sales, music and entertainment for Viacom Media Networks.
With Viacom on board, Twitter now has signed up more than a dozen TV networks for the ad-sponsored Twitter Amplify program. Those include ESPN, Turner Sports, A&E, Discovery, Fox Broadcasting, BBC America, Bloomberg TV, Fuse TV and The Weather Channel.