The new agreement will enable brands and advertisers to sponsor top MBC Ramadan-focused specials.
MBC Group’s commercial arm MBC Media Solutions and Twitter have expanded their partnership ahead of Ramadan.
The new arrangement will mean extra material being available on the social media platform, including popular Ramadan shows, daily MBC productions, exclusives and behind-the-scenes content.
The growth of the partnership will introduce Amplify Sponsorship opportunities to brands and advertisers, who previously were able to leverage Amplify Pre-Roll opportunities with MBC. Amplify Sponsorship pairs brands and premium content publishers to connect with cultural moments and reach wide-ranging audiences.
Twitter saw a 13% year-on-year increase in average monetisable daily active users last year. Data shows that Video Ads save more than 50% on cost-per-engagement, while insights from Hall & Partners revealed that 71% of people in KSA and UAE watch videos on Twitter multiple times a week. Additionally, Twitter continues to see growth in video on the platform with over 2bn video views globally recorded on Twitter each day, which is 67% YoY growth according to Twitter internal data.
Commenting on the partnership expansion, Kinda Ibrahim, Director, Global Content Partnerships, MEA and Turkey, said: “At Twitter, we strive to provide brands, advertisers, and audiences with new and enriching experiences when it comes to the content they are leveraging and seeing on the platform. Through the growth of our relationship with MBC, and the newly launched partnership with MBC Media Solutions, we look forward to strengthening the on-platform experience, with exclusive content that appeals across audiences.”
The new arrangement will enable brands to sponsor popular MBC Ramadan shows while building additional content around them. MBC will also produce Twitter-only premium content that resonates with Twitter audiences and MBC viewers to complement its TV strategy.
Moussa Abdo, who leads on digital partnerships across MMS, added: “As the leader of Arabic entertainment, MBC Group’s content is consumed by millions daily. Our cross-platform channels offer a wide range of content suitable for all kinds of audiences across the region; these shows and programs are constantly discussed, debated and praised on Twitter. It makes perfect sense for us to renew this partnership as it offers our advertising partners the opportunity to extend their brand association with our content from our screens onto Twitter.”
