Today Twitter unveiled a new advertising product for media and consumer brands called Twitter Amplify, which allows advertisers to promote television clips on Twitter.
The company began testing the real-time, dual-screen partnerships and in-tweet video clips earlier this year with several media partners, including Turner Broadcasting and ESPN. The latter recently streamed clips from an NBA game accompanied by commercials for the upcoming movie After Earth.
Game highlights and replays have been offered through various accounts, including AT&T, Coke Zero, and Taco Bell. It’s become a popular feature among fans as well as brands looking to engage with followers. Twitter, however, is now expanding beyond sports highlights and will start offering the service to a wider variety of partners.
“We think these types of two-screen partnerships are a win-win-win,” stated Twitter. “Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in. Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens.”
Twitter has already proven that it’s a value asset to the entertainment industry. The majority of online public conversation around TV currently happens on Twitter — according to Crimson Hexagon, this number is around 95 percent. Half of all national Super Bowl commercials had hashtags in them, and tweets have even become common place in local news broadcasts.
New media partners now include A&E, BBC America, Conde Nast, Discovery, Fox, and the WWE. A full list of partners can be viewed on Twitter’s advertising blog. If you’re a brand or content producer interested in forming a Twitter Amplify partnership, send an email to email@example.com.