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

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in