Viacom signs European social ad deal with Twitter

Viacom International Media Networks (VIMN) has signed a social video advertising deal with Twitter in Europe, with the companies due to run campaigns around the biggest programs and live events across VIMN’s portfolio.

The international partnership will launch with the MTV Europe Music Awards (EMAs) next month and will then extend across VIMN properties including MTV, Nickelodeon, Comedy Central, BET and Paramount Channel.

Part of Twitter Amplify, the microblogging network’s social TV initiative, Viacom said that it will offer sponsorship opportunities around the EMA’s most buzzworthy performances, unexpected moments and backstage interviews in real-time via its Twitter accounts.

It will also offer Twitter Amplify sponsorships to US-based advertisers for the primetime airing of the 2013 MTV EMAs in the US.

“We are excited to build on the success of our US Twitter Amplify partnership with Viacom by rolling it out internationally, including across the UK and Europe. The EMAs are the perfect way to start the program, allowing brands to tap into the conversations already happening on Twitter by offering people highlights and exclusive content across all devices,” said Glenn Brown, senior director of Twitter Amplify.