Twitter targets second screen interaction with Amplify advertising partnerships

Twitter's new Amplify advertising partnership program lets broadcasters deliver promoted tweets based on the shows you're talking about.

The NBA delivers in-tweet replays during the playoffs
The NBA delivers in-tweet replays during the playoffs

Twitter has rolled out Twitter Amplify, an official program that lets broadcast companies and their advertisers push out promoted tweets.

The move is aimed at tapping into the lucrative second screen market of consumers simultaneously watching TV while interacting through mobile and other devices.

Twitter has already dipped its toes in the water of second-screen partnerships. ESPN and Ford Fusion tweeted instant replays during college football bowl games, and the NCAA offered in-tweet highlights (presented by AT&T and Coke Zero) during March Madness.

Promoted tweets also go beyond sports. BBC America and The Weather Channel (TWC) were among the first to experiment with tweeting custom content. In TWC's case, the use scenario was pushing relevant content to people tweeting about major weather events.

Now people tweeting about content from A&E, Conde Nast, Bloomberg TV, Major League Baseball, Discovery and several other major US media companies can expect to see promoted tweets featuring more content from those brands.

Twitter said the Amplify partnerships will result in tweets that are "timely, brief, and mobile".

"The vast majority of the online public conversation around TV currently happens on Twitter – 95 per cent, according to Crimson Hexagon," Twitter's director of promoted contehnt and sponsorships, Glenn Brown, said in the blog post dated 23 May.

Promoted tweets get specific

The social network is also drilling down into details that will let its Amplify partners find TV viewers who tweeted about a particular show--and presumably saw the ad that aired during that show--and deliver a promoted tweet to that user, too.

Twitter launched keyword ad targeting last month, so companies can look for words or phrases and have Twitter display a promoted tweet in an active user's timeline.That keyword targeting feature is available to all companies, but broadcasters in the Amplify program can search individual tweets in real time to deliver relevant content.

For example, if a user tweets about the new A&E show Bates Motel, its advertisers can target a tweet to consumers, maybe with an in-tweet video related to the show.

The advantages are obvious for advertisers. Brown said the social network's users will also benefit from the second-screen advertising tactics by receiving "spectacular, timely content that rounds out their TV experience or reminds them to tune in."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in