Twitter is creating a new way to make money for itself and media partners with a service called Twitter Amplify. On its blog, Twitter said that the company “has further amplified the social TV conversation with real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters.”
Here is an example of an NBA tweet that features an instant reply preceeded by a short commercial.
Twitter has also announced partnerships “to extend the instant two-screen viewing experience” with other broadcast partners including BBC America, FOX, Fuse and The Weather Channel. Other “multi-screen” partners include A&E, Bloomberg TV, Clear Channel Media, Conde Nast, Discovery, MLB and Time, Inc., according to Twitter.
Advertisers now have access to a special dashboard that lets them see when an ad appeared on TV in specific markets. With that information, the company can send out promoted tweet to reinforce the messaging in the ad. “Through this, the advertiser is able to measure how socially responsive people are to the TV campaigns and vice versa,” said TechCrunch in its report on the service.
Users, says Twitter, “can look forward to seeing more great, relevant content from these partners!”