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Twitter unveils new multi-screen deals with “Twitter Amplify”

Twitter is teaming up with everyone from Bloomberg Television to Major League Baseball as the social media site expands its range of “multi-screen” partnerships. Other new partners, announced Thursday morning at an advertising event in New York City, include Conde Nast, New York magazine and Discovery.

Twitter is framing the partnerships as a way for marketers to reinforce brand messages by reaching consumers on television and small screens at the same time. For consumers, this is likely to mean seeing more video content within their Twitter feeds and more hashtags on the shows they watch. In its news release, Twitter framed it this way:

We think these types of two-screen sponsorships 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.

The company is branding the deals as “Twitter Amplify” or, as one executive said on stage, simply “Twitter Amp.” Other partners, which join earlier participants like ESPN(s dis) and the NFL, include A&E, Time Inc and Warner Music.

The announcement is part of Twitter’s effort to strut its stuff before Madison Avenue and to show that it is now part of “the New York City community.” The company is engaged in a major push to raise revenue as it prepares for an IPO widely expected to take place later this year.

3 Responses to “Twitter unveils new multi-screen deals with “Twitter Amplify””

  1. Paid Content should add an edit facility so posters can change their comments after posting … :)


    Giving audiences a choice of whether they want to view an advert
    works well.

  2. An image would have been useful to show what it looks like.
    I found one on another blog.

    Yes, I can see that going big for advertisers and users.
    Giving audiences a choice of what they want to view an advert
    works well.

    It will not only be large brands that use that facility.
    Many on You Tube make a reasonable amount of revenue
    who are not large companies.

    I would use it with my video clips.