When watching a live programme, most of us have our smart phone to hand and use Twitter to see what other like minded people are saying about the programme currently on air.
Twitter in itself is the 2nd screen.
The vast majority of the online public conversation around TV currently happens on Twitter – 95 percent, according to Crimson Hexagon. Half of all national Super Bowl commercials had hashtags on them, helping guide viewers to the collective conversation. And you can’t turn on the news without hearing a Tweet referenced.
However, Twitter are taking this a step further. Twitter Amplify was announced recently. Twitter Amplify is a new advertising product for media and consumer brands to promote television clips on Twitter. Basically it's a short 5 or 10 second video clip from a media brand accompanied by an ad from one of their advertising partners, which is then promoted by Twitter so it can be viewed by all users.
This is taking off in the states, Twitter has already teamed up with ESPN and Ford to bring followers real-time, dual-screen sponsorship and in-Tweet video clips of action replays from the college football match.
I expect this to hit Europe at the next big live sporting events, Wimbledon 2013, Tour de France. Watch this space.
Twitter now has a valid revenue stream, by partnering with broadcasters and advertisers to promote product and content.
Glenn Brown, director of Promoted Content and Sponsorship's wrote in a blog post:
'We think these types of two-screen sponsorship's are a win-win-win. 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.'
I see this working for sports events and action replays or teasers etc. To get the audience to tune in to the game on another medium, TV and Radio.
However i see this as a massive turn off if we start to get bombarded with advertising tweets promoting product. As Glen stated in his blog post
'The ads promise to help advertisers extend their messages beyond broadcasters’ TV audiences to reach their Twitter followers as well. They’ll also serve to remind Twitter users to tune in'
Read Glenn Browns full blog post at Twitter amplify, advertising on Twitter
All comments and discussion welcome....
James
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