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.