Twitter-owned Niche, which has connected 50,000 digital influencers with brands for sponsored programming since its acquisition in 2015, is giving a handful of notable Twitter video personalities more creative control with an initiative dubbed Creator Originals.
Rather than tapping creators to develop branded videos driven by advertiser briefs, Creator Originals will initially enable several former Vine luminaries -- including Josh Peck, Sara Hopkins, Matt Cutshall, Aaron Chewning, and Miel Bredouw -- to develop non-branded shows that marketers can sponsor via in-stream (or pre-roll) ads.
“We’re now enabling creators to produce the kind of content that they want,” Niche’s head of U.S. content strategy, Katherine Rundell, tells Tubefilter, "and giving brands the opportunity to tie into projects with a longer shelf life.” Wendy’s will serve as the launch sponsor for Creator Originals, which Twitter unveiled at its second annual NewFronts presentation this evening.
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Rather than tapping creators to develop branded videos driven by advertiser briefs, Creator Originals will initially enable several former Vine luminaries -- including Josh Peck, Sara Hopkins, Matt Cutshall, Aaron Chewning, and Miel Bredouw -- to develop non-branded shows that marketers can sponsor via in-stream (or pre-roll) ads.
“We’re now enabling creators to produce the kind of content that they want,” Niche’s head of U.S. content strategy, Katherine Rundell, tells Tubefilter, "and giving brands the opportunity to tie into projects with a longer shelf life.” Wendy’s will serve as the launch sponsor for Creator Originals, which Twitter unveiled at its second annual NewFronts presentation this evening.
Visit Tubefilter for more great stories.
- 4/30/2018
- by Geoff Weiss
- Tubefilter.com
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