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Twitter Partners With Viacom to Target Video Ads

26 Jun, 2013 By: Doug McPherson

SAN FRANCISCO – Social media giant Twitter is partnering with Viacom to target video ads built around TV shows on MTV, VH1, Comedy Central and Nickelodeon.

As an example, viewers of the 2013 MTV Video Music Awards in August will be able to tweet the show’s more interesting moments, performances and interviews in real-time.

“Social networks have become more important to live events by enabling the user to participate in the experience,” writes Laurie Sullivan for MediaPost. “They also tie together TV viewing with actions on laptops, tablets and smartphones. Viacom and other entertainment companies are using agreements with these companies to connect with consumers across devices.”

Joe Apprendi, the CEO of Collective, a multi-screen ad company, says cross-channel use by consumers continues to rise. The company commissioned Nielsen to conduct research that found 89.6 million users viewed at least two screen devices daily to access media, 95.6 million users viewed at least three screens, and 18.5 million opted for four screens per day.

Yet the bulk of ad dollars still go to TV, Apprendi says. Connected TVs, along with apps like Flingo, make tweeting easier from one device.

Viacom continues to partner with online companies. Earlier this month, it announced a licensing deal with Amazon, which also focuses on its own content. An Amazon spokesperson told Online Media Daily earlier this month that more than 30 percent of customers who stream shows like "Justified" and "The Good Wife" will complete the entire season within two weeks, "so we know customers are binge-watching some of their favorite shows."

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