61:, which is growing many times faster than TV, search, and most other digital ad markets. Online video ad revenue will reach nearly $ 5 billion in 2016, up from $ 2.8 billion in 2013, while TV ad revenue will decline by nearly 3% per year during the same time period. Analysis by Credit Suisse puts the average
266:
Initially, Twitter only allowed in-stream video ads to clips and livestreams to advertisers that have been white-listed via
Twitter Amplify, but in June 2018, this feature became open to all advertisers through the application's self-serve ad tool. By September of the same year, the company also
170:
distribution as
Twitter users (that do not follow the broadcaster or rights holder directly) discover these new video tweets in their feed, pushed to them via promoted tweets, and share them with their own followers. This drives a second wave of viral distribution and greater
133:
so the user is more likely to see it and engage with it. Moreover, if a broadcaster sends a tweet from its own
Twitter account, it can target only the people that are following that account (i.e. its "organic reach"). However, when a
85:. For instance, if a television company purchased time on the platform, it can promote its prime-time shows and earn advertising revenue at the same time. During a show's broadcast, Twitter Amplify can send a barrage of tweets with
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By enabling broadcasters to have this extended social reach paid for by a brand sponsor – one that wants to align itself with the premium content and push its campaign message across social platforms – Twitter
Amplify represents an
50:, designed to enhance the user experience with premium and timely TV highlights, enable broadcasters to reach new audiences and provide brands with a cross-platform tool for reaching the social conversation around major events.
154:
distribution (Twitter
Amplify) to extend this reach to a much wider and relevant demographic. This audience can be many times the size of their existing, organic reach – potentially the entire audience of Twitter.
262:
In 2016, Twitter expanded
Amplify by opening it to individual publishers. Under this new feature, users can earn a portion of the revenue if they choose to include a pre-roll ad when sharing a video content.
216:. By February 2014, all four major U.S. TV networks had signed up to the Amplify program, bringing a variety of TV content onto the social platform, in the form of real-time video clips. In March 2014,
150:
or discussed an associated topic in their feed) – rather than being restricted to its own
Twitter followers. Broadcasters and rights holders can therefore ensure their video tweets are seen and use
228:
followed suit in
October 2014, having been sharing video on the platform since 2013. At this time, Twitter Amplify was live in 10 countries and had more than 70 partners, including the BBC.
246:
paid seven figures each to sponsor the NFL's
Amplify videos and to promote the tweets. By bringing more premium content on its platform, it also hopes to drive growth of its user base.
311:
337:
97:
format, as
Twitter users retweet their favourite clips and push them out to their own followers, extending the reach of the videos more broadly. Twitter Amplify also allows
125:
One of the challenges when distributing (and consuming) video on Twitter is that many consumers have fast feeds. Twitter Amplify makes it possible to pin the social video
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65:(CPM) for a digital video advertisement at $ 24.60 rising up to $ 32.80 for those with interactive ad units or mobile formats – versus $ 2.66 for display formats.
669:
775:
254:. The company was helping broadcasters and rights holders to share video content both organically across social and via Twitter's Amplify program.
513:
617:
728:
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and its media partners are believed to be making significant revenue from its Twitter Amplify program. According to an industry source,
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clips and video content into Twitter in real-time, giving users the opportunity to watch the social videos without leaving
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to drive people to the program. The content could include sponsor messages in the form of pre-roll ads. It is also a
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When it was launched, Twitter also announced it would work with a number of media companies, including Time Inc.,
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began placing video contents and livestream atop Twitter users' timeline, giving them more prominent exposure.
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acquired its Twitter Amplify partner in the U.S., SnappyTV, as part of its ongoing efforts to be the leader in
389:
770:
364:"Online Video Advertising Is Growing Many Times Faster Than TV, Search, And Most Other Digital Ad Markets"
42:
the opportunity to publish real-time in-tweet video clips that are accompanied by pre-roll or post-roll
338:"Twitter Amplify launches with more than a dozen new partners to create 'social TV' via in-tweet clips"
197:
135:
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runs a paid campaign with Twitter Amplify, it can also target anyone tweeting about that topic or
408:
213:
644:"NFL Says It's The Champ of Twitter's Amplify Program It makes millions from extra sponsorships"
700:
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47:
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729:"Twitter gives video ads a subtle lift, puts livestreams atop the timeline - Marketing Land"
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312:"Twitter Launches TV Ad Targeting, Twitter Amplify For Real-Time Videos In Stream"
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618:"Sky signs up to Twitter Amplify to take content and sponsorship fusion online"
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Kenneth Olmstead, Amy Mitchell, Jesse Holcomb and Nancy Vogt (March 22, 2014).
209:
163:
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146:(because they have followed a relevant account, tweeted against a particular
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185:
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486:"Twitter Amplify will create enormous value for broadcasters and brands"
460:"Twitter Amplify will create enormous value for broadcasters and brands"
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239:
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147:
126:
114:
82:
78:
27:
35:
540:"Twitter Snags the Last of the Major TV Networks, ABC, for Amplify"
225:
701:"Twitter targets individual creators for its Amplify ad program"
566:"ITV commercial boss warns brands that 90% of content is 'crap'"
205:
286:"Twitter Amplify Will Bring Sponsored Video Clips to Your Feed"
592:"BSkyB and Twitter to share Champions League video highlights"
142:
at that time, or any other user who may be interested in the
430:
The Procrastination Economy: The Big Business of Downtime
432:. New York: New York University Press. p. 152.
514:"Twitter Lets Brands Reach Viewers of Their TV Ads"
670:"Why Did Twitter Buy SnappyTV? Grabyo Reaction"
224:in the UK to sign up to Twitter Amplify, and
57:to profit further from the growth in digital
8:
413:: CS1 maint: multiple names: authors list (
109:partners to fund the distribution of their
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451:
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616:Mortimer, Natalie (October 14, 2014).
406:
390:"The Digital Video Advertising Market"
46:. It is Twitter's major initiative in
722:
720:
538:Wasserman, Todd (February 27, 2014).
175:value for the broadcaster and brand.
166:Amplify campaigns encourage extended
7:
590:Cookson, Robert (October 22, 2013).
87:rich media and interactive contents
14:
776:Twitter services and applications
564:Plunkett, John (March 31, 2014).
668:Bradwell, Jason (July 2, 2014).
642:Sloane, Garett (June 29, 2014).
362:Hoezel, Mark (August 19, 2014).
188:distribution model for content.
310:Lunden, Ingrid (May 23, 2013).
284:Indvik, Lauren (May 23, 2013).
212:, Condé Nast Entertainment and
38:in May 2013. The product gives
458:Capon, Gareth (May 23, 2014).
336:Summers, Nick (May 23, 2013).
1:
727:Gesenhues, Amy (2018-09-14).
63:cost per thousand impressions
484:Capon, Gareth (2014-05-23).
159:Extending viral distribution
77:and rights holders to share
129:to the visible part of the
53:Twitter Amplify allows the
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121:Discovery and distribution
105:support from sponsors and
16:Video advertising product
89:such as video clips and
220:became the first major
73:Twitter Amplify allows
428:Tussey, Ethan (2018).
179:Ad-funded distribution
699:Ha, Anthony (2016).
198:Bloomberg Television
596:The Financial Times
258:Recent developments
680:on August 28, 2014
214:Warner Music Group
781:Digital marketing
756:Company home page
252:social television
202:Discovery Channel
59:video advertising
48:social television
24:video advertising
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490:the Guardian
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464:The Guardian
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394:Pew Research
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342:The Next Web
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173:earned media
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75:broadcasters
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40:broadcasters
19:
18:
653:October 14,
627:October 30,
399:October 31,
373:October 31,
222:broadcaster
168:viral video
107:advertising
95:viral video
765:Categories
738:2018-10-02
710:2018-10-02
705:TechCrunch
684:August 28,
495:2022-11-23
316:TechCrunch
271:References
236:McDonald's
210:Vice Media
164:Paid media
152:paid media
103:paid media
575:April 12,
409:cite news
244:Microsoft
186:ad-funded
69:Mechanics
622:The Drum
570:Guardian
544:Mashable
290:Mashable
192:Partners
648:Ad Week
601:May 31,
549:May 28,
523:May 27,
469:June 4,
347:May 31,
321:May 25,
295:May 25,
248:Twitter
240:Verizon
232:Twitter
148:hashtag
144:content
140:content
136:sponsor
115:Twitter
113:across
111:content
99:content
83:Twitter
79:live TV
28:Twitter
436:
36:brands
226:BSkyB
127:tweet
22:is a
686:2014
655:2014
629:2014
603:2014
577:2014
551:2014
525:2014
471:2014
434:ISBN
415:link
401:2014
375:2014
349:2014
323:2014
297:2014
242:and
206:Vevo
131:feed
218:ITV
767::
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Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.