Snapchat has signed a multiyear deal to allow Viacom Inc. to sell advertisements on its app.

The deal will see Viacom of New York selling ads against its own content on the app as well as Snapchat-produced live broadcasts. The pact could reel in major new advertisers to the ephemeral messaging and content platform.

Viacom will also launch two new Snapchat Discover channels – a Comedy Central International channel and an MTV channel in the United States.

Snapchat has been working hard to increase advertising sales in recent months. The company is also reportedly building a platform with a plug-in tool for brands and agencies to automate advertising purchases on its app.

Meanwhile, Viacom has struggled to maintain the attention of young audiences in recent years, an age group it once dominated with cable channels MTV and Comedy Central. The Snapchat deal could offer a more attractive advertising inventory mix for its clients who can now bundle ad buys on Snapchat with TV purchases.

Technology reporter Garrett Reim can be reached at [email protected]. Follow him on Twitter @garrettreim for the latest in L.A. tech news.