Turner is extending its partnership with Snap Inc. to reach Millennial mobile consumers with original content specifically made for Snapchat and more collaborative ad efforts. The original shows will be based on programming from TBS, truTV, and other popular Turner-owned networks and will appear on Snapchat’s Discover channels. Previously, Turner also worked with Snapchat on Live Stories for sports organizations like the NCAA in March, which has been renewed as part of the expanded partnership.The extended partnership will also result in more collaborative ad sales for the two companies as they aim to create more sponsorship and ad opportunities on the Discover channels.
What Brands Should Do
This partnership extension indicates Turner’s plan of leveraging content to reach Snapchat’s growing audience and shows Snapchat’s deepening ties with media owners. For brand advertisers, initiatives like this are what makes Snapchat an increasingly promising ad-supported media channel to reach consumers, especially those who are shunning traditional media and spending time on mobile channels instead. As Snapchat’s ad business catches up to its rapid growth and starts to compete for more ad dollars with leading sellers of mobile ads such as Facebook and Google. now is the time for brands to consider getting on Snapchat to reach its young-skewing users.