First look: MTV’s Snapchat debut in the US
It used to be that we wanted our MTV. These days, it seems, MTV wants its Snapchat.
The first cable channel geared toward the youth released its Snapchat Discover channel in the U.S. today. The launch was part of a closer partnership deal between the Los Angeles-based startup and Viacom, the parent company to MTV and Comedy Central.
MTV was already available overseas on Snapchat, and Comedy Central was already a channel in the U.S. But now they are both available worldwide. Viacom also said today that it has a new, exclusive ad-sales agreement with Snapchat. Viacom will sell video ads alongside original Snapchat content in Discover and the Live Stories section of the app, according to The Wall Street Journal.
Discover is the media hub in Snapchat with channels from publishers like Cosmo, Vox and Buzzfeed. The Live Stories are user-contributed video montages from special events and locations, with new features every day.
MTV was known as an early disruptor in youth-focused media, much like Snapchat is today. However, revenue is on decline at the legacy media business, which saw a 6 percent drop last quarter, according to results released today.
Snapchat and Viacom did not immediately respond to request for comments.
Viacom said it was committed to creating more original content for Snapchat’s channels. Today’s debut of MTV on Snapchat in the US revealed a small-screen, mobile re-interpretation of the cable channel. It took full advantage of the vertical video format that Snapchat has been advocating.
MTV also had a sponsor, the movie “How to Be Single.”
The channel was filled with the now familiar Snapchat-style content — a mix of GIFs, emoji drawings, articles, and vertical videos.
Top Discover channels can draw more than 3 million viewers a day.
Pinterest testing new co-sold, revenue-share ad model for publishers with Tastemade
Currently in an experimental phase, Tastemade is the first publisher to sign on and the brand that is funding this ad experiment is corn chip snack Fritos.
As publishers clean up automated supply chains, education-title Chegg cut ad resellers and saw no negative impact on revenue
"We were told as publishers that resellers were so important, but no [publisher] has communicated to me they removed resellers and lost X% lift."
Member ExclusiveThe Facebook ad boycott could help publishers swing the pendulum back to context
Publishers have a golden opportunity to shift thinking around the role context, broadly defined, should play in advertising.
SponsoredFour ways to adapt to the changing publisher ecosystem in 2020
By Neal Sinno, general manager Americas at GeoEdge For marketers, 2020 started out with so much promise — but this changed rapidly as the industry faced a global epidemic head-on. Not only did our own daily routines come to a screeching halt, for many of us our professional lives did as well. Almost as quickly […]
Patagonia: Boycotting Facebook ads will lead to an ‘even more thoughtful approach’ to its ad buying
Patagonia has pulled all paid ads from Facebook and Instagram until at least the end of July. The boycott will extend if the advertiser has seen three specific changes to how the social network handles hate speech.
How Substack has spawned a new class of newsletter entrepreneurs
As the media ecosystem contracts amid coronavirus, Substack has been thrust into an uncomfortable role — that of a savior.