AOL UK and Twitter in digital pure-play original content partnership



Today, AOL UK announces a new partnership with Twitter that will add new audiences and opportunities for advertisers with AOL's original video content, the first pure-play digital video content producer on Twitter's Amplify offering. Through the combination of sponsorships and video advertising opportunities on AOL's original content and its insights and data; advertisers will now be able to reach their desired audiences across AOL's owned & operated properties (like The Huffington Post, TechCrunch, Engadget), partners such as Microsoft's MSN, Outlook.com, Skype, Xbox, and now also Twitter's millions of users.


From live video with the stars on interview series BUILD, current affairs video footage, to original award-winning features and episodic content; AOL produces a large slate of premium video programming across its sites including Fearne on Fashion with Fearne Cotton and upcoming series The New Activists with Made in Chelsea producers Monkey Kingdom on HuffPost. As well as buying through AOL, the video content will also be available to buy through Twitter directly. Advertisers can choose their select categories of video content they want to run a pre-roll with and can layer on additional audience targeting. Twitter will dynamically insert their pre-roll ads into the most relevant AOL produced videos being watched by their target audience.


The partnership with Twitter enables brands to select relevant, quality, safe environments to connect with consumers across a range of video advertising opportunities, at scale.


Mark Melling, Senior Director of Video & Branded Content, AOL UK said: "Through our own brands such as HuffPost, Engadget, MAKERS and the BUILD Series, we can create and distribute relevant and engaging content that viewers crave alongside new opportunities for brands to interact with consumers in creative and engaging environments across any device. This new partnership with Twitter shows our commitment to an open ecosystem to deliver an even broader audience that allows brands to connect with consumers through great content at greater scale. Combined with our own media brands and distribution platforms, this deal makes our video proposition more compelling for advertisers that want to appear against premium, rich video content."


Twitter is the fastest way to find out what's happening in the world, and to engage in the live conversation about it," said Rob Owers, Head of EMEA News Partnerships at Twitter. "We have made major investments in video over the past few years, so we're really excited to be partnering with AOL UK to give people a new way to watch and discuss this exciting series of original content, all on one platform."


You can read more about our partnership in, Campaign, The Drum and Advanced Television.