It’s no secret that people tune in to Twitter while they are watching TV programs to connect with stars and fans alike. So today we’re pleased to tell you that Twitter Amplify, our product that links these two activities more closely than ever, is coming to Australia.
2013 was a great year for Twitter becoming the social soundtrack for television, as broadcasters and brands know that Twitter drives audience engagement and loyalty. Kicking off 2014, we are working with our media partners Network Ten (@channelten) and Southern Cross Austereo’s (@SCrossAustereo) celebrity news brand Scoopla, as well as advertisers L’Oréal and Samsung, to launch Amplify in Australia.
Twitter Amplify provides a new opportunity to tap into the social conversation.
@CelebScoopla and @LorealParisAU are collaborating on an exclusive video program on Twitter for the Golden Globes, the Grammys and the Oscars. Meanwhile, @channelten and Samsung (with the username @SamsungStadium scheduled to be reactivated from late January) are working together to extend broadcasting of the XXII Olympic Winter Games in Sochi, Russia on Twitter. Thanks to these @TwitterAmplify partnerships, users will receive spectacular and timely content that rounds out their TV experience or reminds them to tune in for these award shows and sports broadcasts.
Southern Cross Austereo Director of Digital & Innovation, Clive Dickens said, “This is another great example of SCA’s portfolio approach to native advertising solutions. Scoopla & Twitter Amplify come together seamlessly to ensure L’Oreal is not only integrated into the social conversation around the awards season but adds to it, through entertaining branded content. We look forward to the campaign rolling out and to further Amplify partnerships.”
Network Ten Chief Sales Officer, Louise Barrett, said: “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,” she said.
Twitter’s Amplify program enables media owners to publish video to Twitter and then jointly monetise the premium content by creating sponsorship packages, powered by Promoted Tweets, to “amplify” the reach of the video content distributed via the media owners’ Twitter handle(s).
For advertisers, it extends the reach of TV sponsorships into mobile and social areas, letting them tap into the social conversation on Twitter. It also provides a multi-platform strategy essential to satisfying users’ needs to consume content whenever or wherever they want it.
And it’s already proven: Twitter is a key driver for multi-platform strategies with 76% of users accessing the service on mobile, and 95% of the public social conversation around TV happening on Twitter… Twitter is a natural TV companion. This is particularly true for live sporting events.
We saw some great examples of this in Australia recently at the #Ashes and during the #MelbourneCup, where TV audiences were simultaneously watching a broadcast and having an ‘only on Twitter’ experience.
These two Amplify partnerships will run over an 8-week period from mid-January to March covering the awards season and the Winter Olympics. So enjoy watching more great, relevant content from these partners and sponsors!