Seven partners with Twitter to monetise Australian Open tennis highlights

Seven is aiming to increase the reach and revenue generated by the #AusOpen hashtag by partnering with Twitter Amplify.


The partnership, which will give consumers access to live and exclusive video highlights from the tournament through @7Tennis, will enable Seven to monetise exclusive Tweet video highlights and content, according to a statement from Twitter.

Video Tweets shared by Seven using Twitter’s Amplify platform, will include a replay of on-court action, with a short pre-roll ad from sponsors including ANZ, Kia, Campari, Gold Coast Organising Committee, This Australian Life and William Hill.

Blackmores, a content partner for this year’s event, will also work with Seven to create and Tweet a range of bespoke conversational videos.

Laura Froelich, head of sports content partnerships at Twitter, said: “By working with Seven, we can bring them more reach and revenue for the best moments from their premium coverage of one of the biggest tournaments in sport.”

Clive Dickens, Seven West Media’s chief digital officer said TV now stands for “Total Video” and Twitter was an essential platform for the network’s “7everywhere” product and strategy.

“Consumers can experience our exclusive live sports content on their device and platform of choice and our partners and sponsors messages follow our premium content everywhere,” Dickens said.

In November last year Twitter livestreamed the Melbourne Cup, which put the platform in direct competition with Seven’s coverage, and now has a number of “content experiences in sport” planned for 2017, including the PGA Tour.


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