Twitter releases Amplify to boost TV integration in Australian market
Scoopla’s activation on Twitter today
Twitter has today unveiled its TV companion service Amplify in Australia, with Network Ten and Southern Cross Austereo’s (SCA) celeb news brand Scoopla as launch partners.
The service allows media owners to tweet video on the social network and monetise it through sponsorship packages using promoted tweets to boost the reach of the content.
SCA has teamed up with L’Oreal Paris for a series of activations which started today with The Golden Globes, while Ten has secured Samsung as a launch partner for the Winter Olympics in Russia starting in February.
The service is the first official means in Australia brands and publishers have had to really monetize the platform, which already has the monopoly on social conversation around television claiming 95 per cent of the “public social conversation” about the medium.The move comes just a few weeks after Twitter hired former FremantleMedia director of digital Tony Broderick to head up its TV partnerships.
Today’s activation between SCA and L’Oreal saw fashion updates and dress bulletins from the red carpet of the Golden Globes with pre-roll ads for the cosmetics brand.
Network Ten chief sales officer, Louise Barrett, said in a release: “We’re really excited about this latest addition to our digital advertising offering. Twitter and television go hand-in-hand. Audiences are increasingly discussing television in the social space, sharing their reactions to nail-biting season finales and thrilling sporting moments. We want to make the most of this new dynamic between audiences and programming.
“Twitter Amplify is an innovative way to engage with these audiences while they are most active, reaching the social conversation wherever it happens, and allowing us to measure how socially responsive people are to television campaigns.”
Twitter is the social platform to watch in Australia
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Would have loved to see some engagement from @LOrealParisAU during this broadcast. Only using pre rolls seems to be under utilising when there’s conversations being had by their target audience right in front of them.
Looks like a really good product though. Exciting.
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