Twitter has found two brand sponsors for its upcoming original live shows. Brand messages from American Express and JBL Harman will appear in and around The Starters and The Warmup, which are both athletic-minded shows produced by Twitter partner Turner Sports in conjunction with the NBA. The shows were first announced in July and will be broadcasted weekly via their designated Twitter pages as well as the NBA’s Twitter page.
What Brands Should Do
This announcement underscores Twitter’s aim to monetize its live video content and attracting sports fans who are also cord-cutters. As more and more consumers choose time-shifted viewing over linear TV, brands should follow the viewers and work with content creators to explore new TV ad formats on connected TV devices and engage with the audience in their living rooms.
According to a new report from eMarketer (paywall), US connected TV users is projected to reach 202.1 million in 2020, up from 181.8 million this year. To read more on how brands can reach viewers on OTT platforms with ads and branded content, please check out the Appified TV section in our Outlook 2016.