During an Internet Week presentation, Twitter CEO Dick Costolo introduced Twitter Amplify, a new video content promotion tool that capitalizes on existent Twitter video partnerships with brands like the NBA, ESPN, and Fox.
Initial partners for Twitter Amplify include BBC America, FOX, Fuse, The Weather Channel, A&E, Bloomberg TV, Clear Channel, Discovery, MLB, New York magazine, NCM, PGA Tour, The Audience, Time Inc., Vevo, Vice, Variety, and Warner Music Group.
The product allows these media companies to push small video clips on Twitter — think sports highlights or storm footage — out to followers, accompanied by a brief pre-roll or post-roll video ad.
The in-stream broadcasting clips are a focal ingredient of Twitter’s increasingly laser-focused advertising strategy.
Just this week, Twitter introduced Lead Generation Cards, and earlier this month Twitter made its self-service advertising platform, which allows SMBs with monthly marketing budgets of $5,000 or less to use Promoted Tweets, Promoted Accounts and Twitter Analytics in their digital marketing campaigns, available to all users in the U.S. for the first time.
Obviously, Costolo is no stranger to the close sync-up of Twitter and TV. And amping up advertising tools is the company’s best bet for leveraging profit.
We’ll be keeping an eye on any updates in Twitter’s video strategy.
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