Collaboration will provide more opportunities for advertisers DUBAI: MBC Group’s commercial arm MBC Media Solutions and Twitter are expanding 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. Until now, brands only had access to Twitter’s Amplify Pre-Roll opportunities with MBC. The growth of the partnership will introduce Twitter’s Amplify Sponsorship, which pairs brands with premium content publishers to connect with cultural moments and reach wide-ranging audiences. Twitter saw a 13 percent year-on-year increase in average monetizable daily active users last year, and figures from the company show that video advertisements save more than 50 percent on cost-per-engagement — a point worth nothing considering that 71 percent of users in the UAE and Saudi Arabia watch videos on Twitter multiple times a week. Video on Twitter continues to grow, with over 2 billion views recorded globally per day — a 67 percent year-on-year increase, according to the company’s own data. “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,” said Kinda Ibrahim, Twitter’s director of global content partnerships, MEA and Turkey. 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. “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,” said Moussa Abdo, who leads on digital partnerships across MMS. Abdo added: “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.”