Viacom Strikes Ad Deal With Millennial-Fave App Snapchat
Viacom scores coveted space in the app’s “Discover” spotlight, and Snapchat gets past the velvet rope at MTV’s Video Music Awards
Joan E. Solsman | February 9, 2016 @ 7:08 AM
Last Updated: February 9, 2016 @ 7:18 AM
Viacom is cozying up with Snapchat, in a deal that will put more of its networks’ content in front of the popular vanishing-messages app’s young user base and turn the television company into an agent selling ad space there.
Viacom, which operates networks like MTV and Comedy Central, will score two more slots of prime Snapchat real estate spaces on the app’s Discover corner where select media companies show off their own content. In addition, Viacom will sell advertising on Snapchat’s behalf to its television marketers, which will run on some of the app’s popular “Stories,” like a ongoing roundup of everyday happenings in New York City.
The deal was part of Viacom’s fourth-quarter earnings announcement Tuesday. Profit slid on weak performances in film and cable networks, as CEO Philippe Dauman called last year challenging. Dauman succeeded media mogul Sumner Redstone as chairman last week, a clear vote of confidence in his leadership from most of the company’s board.
The Snapchat agreement is one of the technological investments that Dauman said would help “redesign” Viacom to adapt to a changing television market. Viewers, especially the young ones that gravitate to many of Viacom’s channels and apps like Snapchat, are shifting their media diet from traditional TV to include more online entertainment. By pulling out their phones to watch content on YouTube or Netflix, the behavioral shift has pressured traditional TV ratings and widened defections from pay TV, as more households cut the cord.
Under the new Snapchat deal, the app Snapchat will expand Viacom’s Comedy Central channel to international markets and widen an MTV channel abroad to also appear in the U.S. Viacom will ratchet up the volume of video content for Discover, as well.
The agreement also grants Viacom the right to sell Snapchat’s U.S. owned and operated advertising inventory, making it simpler for its television advertisers to add Snapchat to their campaigns.
In exchange, Snapchat will get deeper access to Viacom tent pole events, such as MTV’s Video Music Awards.
Super Bowl 50 Party Report: Ryan Reynolds, Liam Hemsworth, Rob Gronkowski Get Their Game On (Photos)
San Francisco welcomed stars, athletes and football fans with open arms -- and open bars -- in the days leading up to Super Bowl 50.
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Ryan Reynolds visits the SiriusXM set at Super Bowl 50 Radio Row at the Moscone Center.
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New England Patriots star and famous party rocker Rob Gronkowski flexes his muscles at the ESPN The Party, on Friday, Feb. 5, at the Fort Mason Center in San Francisco on Feb. 5.
Jamie Foxx went for spin in the Special Edition Mercedes-Benz G550 in celebration of Super Bowl 50.
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Houston Texans star J.J. Watt was among the stars at the Bleacher Ball at Mezzanine presented by go9.
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Former Denver Broncos QB and current ESPN college football analyst Tim Tebow attends the network's bash.
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New York Giants running back Rashad Jennings, Jacksonville Jaguars tight end Julius Thomas and "American Idol" alum Jordin Sparks dance with winners of Verizons Minute 50 campaign.
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As always, Bud Light was a strong presence throughout the weekend
Swizz Beatz spinning at the Kola House Celebration at Pier 70 during Super Bowl Weekend.
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"Twilight" actress Ashley Greene mingled with athletes at ESPN The Party.
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Arizona Cardinals defensive end Calais Campbell went from playing in the Pro Bowl last weekend to attending the celebrating at ESPN the Party.
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Avid sports fan Alyssa Milano arriving at the the Bleacher Ball at Mezzanine presented by go9 on Feb 5.
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Ludacris performed during EA SPORTS Madden Bowl XXII on Feb. 4.
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"People vs. O.J. Simpson" star Cuba Gooding Jr. was surrounded by bunnies at the Playboy Party, soon after the brand launched its newly redesigned magazine.
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50 Cent served his own EFFEN vodka brand at the Playboy Party, with bottle service delivered by four Playmates in gold Bunny Costumes.
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Pharrell Williams performed at the Pepsi Rookie Of The Year Awards at Pier 70 on Feb. 5.
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Having posed with kittens for ESPN the Magazine in 2014, Rob Gronkowski got friendly with famous feline, Grumpy Cat at Sirius.
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Super sports agent Leigh Steinberg (with Nicole Fisher) hosted his annual Super Bowl Party on Feb. 6.
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ESPN analyst Jesse Palmer with Tampa Bay Buccaneers quarterback, Jameis Winston, recipient of the the 2015 Pepsi Rookie of the Year Award, pose on the Blue Carpet at the 2015 Pepsi Rookie of the Year Award Ceremony at Pepsi Super Friday Night at Pier 70.
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Travis Scott, Elle King and Avicii ring in the Super Bowl at the Rolling Stone party.
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DJ Diplo performs during the New Era Super Bowl Party at The Battery on Feb. 6
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David Arquette schmoozing at the Maxim Magazine and Bootsy Bellows Super Bowl Party.
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Lil Wayne brought the house -- and the island down -- at the Maxim Bootsy Bellows Super Bowl Party.
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Dan Williams, defensive tackle for the Oakland Raiders, mingled with Playmates at the Super Bowl 50 Playboy Party.
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After saving the day for the New England Patriots last year, Malcolm Butler was in party mode for the New Era Gold Rush event on Feb. 6
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As the Denver Broncos and the Carolina Panthers prep for the big game, the hottest stars from entertainment and sports party-hop around San Francisco and the Bay Area
San Francisco welcomed stars, athletes and football fans with open arms -- and open bars -- in the days leading up to Super Bowl 50.