Banijay in global collaboration with Twitter

Banijay Group and Twitter have revealed a global collaboration to monetise Banijay content and drive effective brand engagement efforts on the platform. The deal will also see the partners work with brands worldwide to develop co-branded advertising efforts.

Banijay operates across 16 territories, and it is via this global production operation it will work with Twitter’s regional entities to develop dedicated offers for brands. Leveraging and commercialising the Group’s properties on Twitter which include Survivor, Temptation Island and Fort Boyard, the partnership will enable brands to engage with appropriate content consumers in a measurable manner.

Jean-Patrick Cheylan, head of entertainment EMEA at Twitter, said: “We are thrilled to collaborate with Banijay Group, as it reinforces our unique position in the video market: Twitter is what’s happening, and is the only platform for global publishers to distribute, amplify and monetise their video content, in the simplest and fairest way.”

Lionel Abbo, global head of digital, Banijay Group added: “As the content landscape and models evolve, we must look at new and innovative ways to engage audiences and consumers. Striking a partnership with Twitter puts us in a perfect position to not only monetise our content but work with brands to enable them to connect with a wider, yet more targeted audience of consumers.”