Snap and Twitter want TV ad dollars, and they’re talking up their premium content offerings for brands in this year’s NewFronts.
Both platforms have expanded their content offerings through new partnerships with publishers across entertainment, news, sports and other genres. Twitter is bolstering its premium ad offerings for brand-safe content, while Snap is talking about its value when it comes to incremental reach.
And both are making a push for creators, launching programs and ad offerings for brands.
Snap is investing more in original content, including a show starring Ryan Reynolds called “Ryan Doesn’t Know,” which garnered more than 20 million views last year.
Snap will release several original series with the potential for advertising integrations this year, including “Off the Leash,” hosted by Megan the Stallion, and a mix of comedies and dramas. Snap will also launch a show users can be a part of called “Me and You.”
Over 100 million people use Snap’s publisher content hub, Discover, every month; Spotlight, Snap’s Tik-Tok like feature which sources user-generated content, had 125 million monthly active users in Q4.
Snapshows reached more than 90% of Gen Zers on the platform and viewers over the age of 35 increased 30% year-over-year in Q4.
Snap will also connect advertisers with creators through its Creator Marketplace program, which will expand to an “open marketplace” in early…