Twitter expands premium video content in Middle East and N. Africa with over 16 partnerships

DUBAI, 9 April 2019; At its first Twitter Fronts event for the Middle East and North Africa, Twitter unveiled over 16 premium video content collaborations across sports, entertainment and news. This provides advertisers more opportunities with premium video on Twitter to connect with the most valuable audiences when they’re the most receptive.

Hosted by Theo Luke, Twitter Head of Content Partnerships, EMEA, and other regional executives, Twitter announced new partnerships and expansions of existing content deals, giving brand and agency partners new and expanded content which allows them to connect to valuable audiences during relevant and engaging cultural moments.

“Across the world, we find that Twitter's audience leans in to our partners' premium real time video and our advertisers appreciate aligning with our brand safe inventory; whether via global-firsts originating from MENA which include custom productions which position brands as viable distribution partners, or by accessing original programs and video highlight clips. This event is a great way to celebrate that momentum with our partners,” said Twitter Head of Content Partnerships, EMEA, Theo Luke.




Twitter also shared new research, conducted by Toluna a consumer insights company, which examined user preferences for content and their interactions within the online video landscape on Twitter among its users in Saudi Arabia, UAE, Egypt and Kuwait.

The research revealed that the majority of Twitter users - 72% in KSA and UAE and 62% in Egypt - consider Twitter as one of their main sources for online video content and also that 64% have previously watched live streamed content on the platform.

“We’re excited to bring premium content partnerships to these audiences and look forward to seeing continued success by advertisers as they launch new products and services when partnering with such content,” said Benjamin Ampen, Managing Director, MENA, Twitter.

Original and video highlights programming announced on stage, included below, will be led commercially by Twitter and its exclusive sales partner in MENA; Connect Ads unless otherwise specified (full list of partner quotes available in the enclosed page):

The research revealed that entertainment, fashion, cooking and travel are among the top five popular video content genres by Twitter users in MENA. The most viewed videos around entertainment include humorous clips (47%), highlights from TV shows (29%), celebrity interviews (26%) and highlights from TV series (24%).

The research revealed also that football, wrestling, tennis and motorsports are among the top six enjoyed sports video content by Twitter users in MENA. The most viewed videos around football include match highlights (87%), behind the scenes (49%), player interviews (53%), and commentary and analysis (39%).