Yesterday saw Twitter's Amplify ad service launch into Australia just in time for the Golden Globe Awards. This new service combines media broadcast, sponsored content and the Twittersphere and allows for videos including sponsored content to be embedded into tweets to provide real-time video clips to consumers.
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,” explains Twitter director of promoted content and sponsorships Glenn Brown.
To launch the service in Australia, Southern Cross Austereo's Scoopla celebrity news site teamed up with L'Oréal Paris for coverage from the Golden Globes. The collaboration saw a pre-roll ad for L’Oréal appear on a video round-up on of all the action from the red carpet on Scoopla’s Twitter feed.
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," Network Ten chief sales officer Louise Barrett revealed in a press release.
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.”
