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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in