Mar 10, 2019

CNN expands Twitter partnership around viral moments

Photo: Jaap Arriens/NurPhoto via Getty Images

CNN is significantly expanding their partnership with Twitter to better serve advertisers on the platform, where user growth is booming for the global news brand.

Why it matters: The partnership gives advertisers the opportunity to buy ads around the most buzzworthy Twitter videos from CNN, like a hot one-liner from a presidential debate or a dramatic moment during an exclusive interview.

  • Previously, advertisers could only buy video by content category, but not targeted specifically to CNN.
  • Twitter will work with CNN to boost the exposure of videos from top events so that marketers can capture some of the most valuable moments at scale.

The big picture: News as a content vertical is typically slow to innovate, but Twitter's investment in news over the past year has made it easier for newsrooms to take advantage of new advertising and editorial products, since their content is very well-suited for the platform.

The bottom line: If you want to own advertising around a specific debate, town hall or interview aired on CNN ahead of 2020, this will be one of the most effective ways to do so.

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