Twitter and MBC Media Solutions (MMS) – the commercial arm of MBC Group – are expanding their partnership, bringing wider content to the platform across popular MBC shows, including daily shows, exclusives, and behind-the-scenes content.

The growth of the partnership will introduce Amplify Sponsorship opportunities to brands and advertisers, who previously were able to leverage Amplify Pre-Roll opportunities with MBC. Amplify Sponsorship pairs brands and premium content publishers to connect with cultural moments and reach wide-ranging audiences.

Home to a ‘leaned-in’ and growing audience, with a 13% year-over-year increase in average monetizable DAUs (mDAU) recorded in 2021, Twitter Amplify connects brands with audiences at a time when they’re most receptive. Data shows that Video Ads save more than 50% on cost-per-engagement, while insights from Hall & Partners revealed that 71% of people in KSA and UAE watch videos on Twitter multiple times a week. Additionally, Twitter continues to see growth in video on the platform with over 2 billion video views globally recorded on Twitter each day, which is 67% YoY growth according to Twitter internal data.

Kinda Ibrahim, Director, Global Content Partnerships, MEA, and Turkey, commented on the partnership expansion: “At Twitter, we strive to provide brands, advertisers, and audiences with new and enriching experiences when it comes to the content they are leveraging and seeing on the platform. 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.”

The expanded partnership will unlock a prime opportunity for brands & advertisers to sponsor top MBC Ramadan shows that audiences already watch and love while building on excitement to know more about the Ramadan series. Additionally, MBC will be producing Twitter-only premium content to complement their TV strategy with exclusive content that perfectly resonates with Twitter audiences and MBC viewers.

“As the leader of Arabic entertainment, MBC Group’s content is consumed by millions daily. 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. 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,” added Moussa Abdo, who leads on digital partnerships across MMS.

Launched in 2020, MMS is the in-house commercial advertising and sales unit of the MBC Group. It offers data-driven integrated media solutions across television, radio, digital, and Over-The-Top (OTT) platforms.