Snapchat and media giant Viacom partner on ads and content push

Rachael Micallef
By Rachael Micallef | 10 February 2016

Media powerhouse Viacom will sell ads on Snapchat's owned and operated inventory under a new partnership. It will also be bringing two new content channels to the social platform.

The deal spans both content production and advertising sales, with Viacom CFO Wade Davis saying the partnership works because both authentically speak to millennial and post-millennial audiences.

“Snapchat captures young audiences on an intimate and immersive mobile video platform while Viacom is the leader in premium long- and short-form storytelling for these same audiences.,” Davis says.

“Add in Viacom’s custom marketing solutions and commitment to evolve our global mobile strategy and you’ve got a partnership that is great for both companies, for advertisers, and is a real evolution of the marketplace.”

Under the arrangement Viacom, which owns businesses in TV and film will have the rights to sell Snapchat's US owned and operated ad inventory including its ongoing Stories content.

It will also see Viacom bring two new content channels to Snapchat Discover, a Comedy Central International channel and an MTV channel in the US.

The content element of the deal will also see Snapchat given unique access in covering Viacom's events such as the MTV Video Music Awards using its Live Stories feature.

Snapchat chief strategy officer Imran Khan says the deal will have huge benefit for advertisers and brands.

“Snapchat provides the best storytelling experience on mobile,” Khan says.

“Through this partnership with Viacom, we can now offer television advertisers a way to tell their stories across television and mobile in a frictionless way.”

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