Manila Bulletin

Twitter signs Globe ad deal for NBA livestream shows


Twitter, Inc. has signed a major livestream­ing deal with its first Asian partner, Globe Telecom, Inc. of the Philippine­s, for its two exclusive US National Basketball Associatio­n (NBA) shows, the companies said on Thursday.

Globe will advertise on Twitter's livestream of "The Starters" and "The Warmups" to the telecom provider's digital audiences, they said in a statement. The shows, produced by Time Warner, Inc.'s Turner Sports, will air only on Twitter throughout the basketball league's season from late October through June.

Financial details were not disclosed.

The Philippine­s is one of the NBA's biggest internatio­nal markets, especially online. The league recently opened its fourth NBA Store in the island province of Cebu.

Basketball content will be created specifical­ly for Twitter and Globe ads will run on highlight clips aired on the social media platform in the region.

Twitter has made livestream­ing video integral to its future as user and revenue growth from other forms of advertisin­g has flattened. The company has signed numerous deals with US college and profession­al sports leagues, most notably the National Football League, and partnered with media companies on the US presidenti­al debates and election night coverage.

However, many analysts believe Twitter's best chance to increase its ad revenue growth could lie overseas.

In its third-quarter earnings report, Twitter said overall ad revenue grew by just 6 percent year-over-year, mainly driven by 21 percent growth in internatio­nal markets. Its US-based ad revenue was down 2 percent.

A report issued by eMarketer on Wednesday found that more US advertiser­s are planning to use Facebook, Inc.'s Instagram than Twitter for the first time. (Reuters)

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