Turner Extends Snapchat Partnership, Takes Aim at Millennials

When it comes to Snapchat, media giant Turner is all-in.

When it comes to Snapchat, media giant Turner is all-in.

Turner and Snapchat announced an expansion of their existing partnership, which will bring original series from Turner properties including TBS, Adult Swim, truTV, Great Big Story and Super Deluxe to the messaging application, along with a Snapchat Discover channel for Bleacher Report to join the already-existing CNN channel.

Snapchat’s Live Stories feature will also come into play during Turner’s coverage of sporting events including the NCAA Division I Men’s Basketball Championship and the PGA Championship.

The two companies said they will team up on ad sales, creating “exclusive and immersive ad experiences” aimed at millennials, as well as “creative advertising opportunities” on Discover channels.

Snap Inc. vice president of content Nick Bell said in a release detailing the partnership extension:

Millions of Snapchatters value the authoritative and credible reporting by CNN and Bleacher Report every day, and we are excited about offering more frequent news updates and expanding Bleacher Report’s Discover coverage to the U.S. We’re also thrilled to be building on two years of our Live Story coverage of March Madness with expanded sports content.

Turner president David Levy added:

This deal marks the latest strategic move for Turner to innovate within the digital arena and provide complementary viewing experiences for a younger, mobile-centric audience. Snapchat is a powerful outlet to directly connect with the millennial generation and perfectly aligns with our portfolio-wide strategy to engage with audiences at every touch point.

Readers: What are your thoughts on the announcement by Turner and Snapchat?