Twitter Amplify is a new program, launched to enhance the social TV conversation, which, according to Crimson Hexagon, takes place on Twitter in about 95% of the public instances. For those of you still watching TV, it is pretty obvious that all news have at least one Tweet, if not more, referenced.
— NBA (@NBA) May 19, 2013
For Amplify, Twitter partnered with A&E (@AETV), theAudience, Bloomberg TV (@BloombergTV), Clear Channel (@ClearChannel), Conde Nast (@CondeNastCorp), Discovery (@Discovery), Major League Baseball (@mlbdotcom), National Cinemedia (@NCMonline), New York Magazine (@NYMag), PGA Tour (@PGATOUR), PMC (@Variety), Time Inc. (@Time_Inc), VEVO (@VEVO), Warner Music (@warnermusic), WWE (@WWE), and VICE (@VICE), in addition to existing partnerships with companies like BBC America, FOX, Fuse and The Weather Channel.
Twitter has already showed dual-screen sponsorships and embedded replays from football games from ESPN, then real-time highlights of hoops action powered by Turner Sports, the NCAA, AT&T and Coke Zero during the March Madness. All these two-screen sponsorships and promoted Tweets are designed to offer a win-win experience for all parties involved:
“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.”
And users get relevant content from brands and broadcasters they love.
Earlier this week, Twitter announced its new ad format, the Lead Generation Card.
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