by Angela Jones, Dig­i­tal Media Man­ag­er

We often think of view­ing con­tent on tele­vi­sion and dig­i­tal media as an either-or expe­ri­ence. Sure, we’re accus­tomed to see­ing Twit­ter hash­tags appear on our TV screen now and again and many Twit­ter users love to tweet about their favorite shows.Oth­er than that, though, there has been lit­tle inter­ac­tion between the two from a con­tent view­ing stand­point and cer­tain­ly from an adver­tis­ing stand­point.

This week, in the U.S. only, Twit­ter launched an adver­tis­ing prod­uct called Twit­ter Ampli­fy that may change all of that. In an ever-grow­ing list of attempts to make the Twit­ter plat­form more adver­tis­er and rev­enue friend­ly (think adver­tis­ing API launch, ana­lyt­ics dash­board, and AdWords-style key­word tar­get­ing), Twit­ter Ampli­fy appeals to TV adver­tis­ers with big bud­gets by expand­ing the advertiser’s mes­sage beyond the TV audi­ence to reach Twit­ter fol­low­ers.

With Twit­ter Ampli­fy, or “Twit­ter Amp” for short, big brand adver­tis­ers and media broad­cast­ers are form­ing what is being called “mul­ti-screen” part­ner­ships where a view­er watch­es con­tent on a par­tic­i­pat­ing broad­cast­ing net­work (such as Disney’s ESPN) and then sees an in-stream video clip accom­pa­nied by a short ad from the adver­tis­ing part­ner with­in their Twit­ter feed. Here is an exam­ple of a pro­mot­ed tweet which streamed clips from an NBA game accom­pa­nied by a com­mer­cial for the upcom­ing movie release of After Earth:

By pro­vid­ing these short video “teasers” Twit­ter is able to adver­tise with very lit­tle intru­sion to the view­er. Not only is the con­tent so rel­e­vant that the view­er will watch, but it also offers the strong pos­si­bil­i­ty that peo­ple will share the clips with their fol­low­ers. In turn, this may per­suade those fol­low­ers to tune in to the TV broad­cast, increas­ing view­er­ship for the broad­cast­er.

So far the audi­ence for these pro­mot­ed tweets is lim­it­ed by the num­ber of media brands and qual­i­fied adver­tis­ing part­ners, the video con­tent avail­able, and tar­get­ing tech­nol­o­gy. How­ev­er, the list of brands and part­ners is expand­ing (most notably with the recent wave of new part­ners that can be viewed here). The con­tent pro­vid­ed is also expect­ed to expand from sports replays and high­lights to oth­er cat­e­gories like weath­er. Last­ly, tar­get­ing tech­nol­o­gy, which cur­rent­ly uses video fin­ger­print­ing tar­get­ing tech­nol­o­gy to detect when and where ads are run­ning (think hash­tags and han­dles), is also expect­ed to improve so that Twit­ter Ampli­fy is avail­able to adver­tis­ers big and small.

Con­tact us today to dis­cuss your adver­tis­ing options on Twit­ter.