You will be redirected back to your article in seconds

Viacom to Sell U.S. Ads for Snapchat

Viacom, which has been working to broaden its toehold in digital media, said it had struck a pact with social-media company Snapchat that will allow the New York entertainment conglomerate to sell U.S. advertising for Snapchat and bundle it into packages with its TV clients.

The deal also has a content component, creating two new channels to the Snapchat venue known as “Discover.” Viacom will launch a Comedy Central International channel and an MTV channel in the U.S., which will stand with the Comedy Central and MTV International Discover channels Viacom has already launched. Viacom also has agreed to provide Snapchat with expanded access so Snapchat can produce content related to some of  Viacom’s tentpole events.

The announcement was reported previously by the Wall Street Journal.

The MTV channel on Snapchat launched Tuesday and is slated to include MTV News articles and video with design and art direction unique to Snapchat, as well as exclusive celebrity interviews. MTV is also developing additional content expressly for Snapchat, including  original series and what the company billed as “reinvented MTV fan-favorite franchises.”

The Comedy Central channel will launch Wednesday, and is slated to include curated “WTF News” articles and exclusive videos with comedians, as well as  original series set to debut on Snapchat Discover in the coming year.

As part of the pact, Snapchat will have heightened access to cover some of the most popular events on Viacom’s TV networks, which include MTV’s Video Music Awards, BET Experience and MTV’s EMAs. Snapchat will do this through its “Live Stories,” which are curated collections of user-submitted content.

Viacom said the pact developed in part out of a relationship the companies had struck thanks to ad campaigns developed by Viacom that used Snapchat as a component.

More Digital

  • Nancy Pelosi

    Facebook on Defensive Over Fake Pelosi Video

    Facebook faced growing criticism this week over its decision not to remove a video that was doctored to suggest that House Speaker Nancy Pelosi was intoxicated during a recent public event. The video, which has been viewed more than 2.5 million times, had been slowed down notably, giving the impression that Pelosi was slurring her [...]

  • Little-Black-Mirror-Maia-Mitchell

    Netflix Launching 'Little Black Mirror' Video Series Starring Maia Mitchell, Lele Pons, Rudy Mancuso, Juanpa Zurita and More

    To promote next month’s premiere of “Black Mirror” season 5, Netflix is launching a short video series — “Little Black Mirror,” with a cast that includes an ensemble of Latinx social-media stars. The three “mini-stories,” aimed at Spanish-speaking audiences, are inspired by the tech-dystopian universe of Charlie Brooker and Annabel Jones’ anthology series. “Little Black [...]

  • Twitter

    Twitter Permanently Bans Anti-Trump Krassenstein Brothers, Who Deny They Broke Platform's Rules

    Twitter permanently suspended the accounts of Ed and Brian Krassenstein — progressive political activists famous for trolling Donald Trump and his supporters — with the company alleging the brothers used bogus accounts to amplify their reach on the platform. “The Twitter Rules apply to everyone,” a Twitter rep said in a statement. “Operating multiple fake [...]

  • Snapchat

    Snap in Talks to License Music to Let Snapchat Users Embed Songs in Posts

    Snap wants to up Snapchat’s music game. The company has been in negotiations with music companies including the big three — Sony Music Entertainment, Universal Music Group and Warner Music Group — to license song catalogs for the Snapchat app, according to two industry sources familiar with the talks, confirming a Wall Street Journal report. [...]

  • T-mobile - Netflix - John Legere

    T-Mobile Passes Netflix Price Hike Through to Subscribers

    T-Mobile is getting ready to raise prices for subscribers who have taken advantage of its “Netflix On Us” promotion: The mobile carrier will begin charging existing customers who have participated in the promotion an additional $2 per month to account for Netflix’s recent price increase. Consumers will see their bill go up starting on 6/2. [...]

  • Oona King

    Snap Hires Google Exec Oona King as First VP of Diversity and Inclusion

    Snap continues to fill out the ranks of its revamped leadership team: The Snapchat parent tapped Oona King, most recently Google’s director of diversity strategy and a former member of British Parliament with the Labour Party, as its first VP of diversity and inclusion. King, who starts at Snap on June 11, is also the [...]

More From Our Brands

Access exclusive content