In an effort to “directly connect with the millennial generation,” Snapchat’s core audience, Turner has signed a deal to bring more of its portfolio brands to the vertical video platform’s Discover section. President of Turner, David Levy, further explained that Snapchat “perfectly aligns with [Turner’s] portfolio-wide strategy to engage with audiences at every touch point.”
As part of the deal, Turner plans to produce original series for Snapchat from TBS, Adult Swim, truTV, Great Big Story and Super Deluxe. It will also launch a dedicated channel around the popular Turner-owned sports brand “Bleacher Report,” set to launch officially in early January 2017.
“This deal marks the latest strategic move for Turner to innovate within the digital arena and provide complementary viewing experiences for a younger, mobile-centric audience,” said Levy on the news.
According to a release, Turner’s portfolio already reaches more than 75% of millennials each month and has accumulated nearly 700 million fans across its social channels. But today’s publishers have increasingly been focused on a diversified distribution approach that meets audiences everywhere and anywhere they are consuming entertainment, and this deal with Turner represents an approach consistent with that trend.
In terms of revenues, the two companies have also pacted on sharing the ad-sales responsibilities to drive monetization around the volume of content being created by Turner’s brands specifically for Snapchat.