Globe eyes to make a killing from ads in new Twitter deal

The deal between Globe Telecom Inc. and social media giant Twitter Inc. is a mere collaboration agreement that carry no financial remunerations upfront, but the Philippine telco intends to make money from advertising revenue.

On Thursday, Globe and Twitter signed an advertising partnership covering two programs of the National Basketball Association's (NBA) to be live-streamed exclusively on the social media platform.

The deal is a bilateral agreement and neither Globe or Twitter shelled out any money for the collaboration, Yoly Crisanto, Globe senior vice president for Corporate Communications, told GMA News Online.

From the deal, however, Globe would benefit through advertising revenue via customer viewership of the exclusive NBA programs.

"It's a mere commercial contract, they chose us to be a partner. Kami lang ang pinili nila as brand of choice," Crisanto said. "Globe will benefit from advertising revenue."

In a separate statement, the telco noted it is Twitter's first official live-stream advertising partner in Asia.

Maya Hari, Twitter managing director for Southeast Asia and India, said 90 percent of male Twitter users in the Philippines are interested in basketball, with 76 percent of them actively following and watching the NBA.
 
As an advertising partner, Globe will collaborate with the social media platform on the live-streaming of the weekly NBA shows "The Starters" and "The Warmups."

"With two exclusive shows on Twitter, customers are given a new platform where they can explore and get real-time updates about the NBA, from the leading teams to the top players in the league," said Globe Senior Advisor for Consumer Business Dan Horan.

In May, NBA Commissioner Adam Silver said more than half of the viewers on the association's YouTube channel was outside the United States, led by the Philippines, according to a report by Reuters. — VS, GMA News