ITV and Twitter have struck a multi-year content partnership which will see the social media company feature over 1,200 real-time highlight clips from ITV’s progamming and sports broadcasting.
This will include highlights from the Qatar 2022 World Cup, Love Island and I’m a Celebrity…Get Me Out of Here! Others ITV sports broadcasting which will feature includes coverage of the 2023 Rugby World Cup and the FA Cup.
Advertisers will be able to leverage Twitter’s targeting tools through Twitter Amplify while placing ads alongside ITV’s content offering on the website. Over the course of the partnership, the Twitter Next team will produce a series of activations across ITV’s schedule.
Theo Luke, Senior Director of Global Content Partnerships, Twitter, said: “Both Twitter and ITV are at the heart of so many conversations across the UK, so being able to bring the biggest cultural and sporting moments to users on an even greater scale is incredibly exciting.
Since the start of our partnership with ITV back in 2018, we’ve been incredibly impressed by the creativity of their editorial unit alongside the commercial aptitude and collaboration of their sales teams. Through Twitter Amplify and the addition of Twitter Next activations to this partnership, advertisers will have even more opportunities to engage with the very best of ITV’s programming in even more impactful ways.”
Pathman Ruthirapathy, Digital Partnerships Controller, ITV, commented: “We’re really excited about continuing ITV’s long-standing partnership with Twitter. The Twitter Amplify product will be available on some of the nation’s most loved and talked about shows including the FIFA World Cup, Love Island and I’m A Celeb.
“Over the years, Twitter has been a powerful tool in driving conversations and engaging fans around some of our favourite TV moments. This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content.”