Twitter launches Amplify and its attempt to target TV ads in the stream

nba twitter amplify

With the jockeying for TV ad dollars heating up, Twitter is vying for a piece of that pie, and to that end announced the launch of Twitter Amplify today.

We got a hint of this earlier in the year. ESPN used Twitter to highlight clips from every March Madness game this year and made sure that fans didn’t miss out on the best parts of every game. Curiously at the time, if you were following the ESPN Twitter account, you would have recognized the pre-roll Ford ads that streamed prior to each clip. What you saw there was a snippet of ad space that Twitter sold to Ford at the time.

While it  might sound strange, recognize that video ads in social networks are something we probably need to start expecting – and at least Twitter’s version aren’t as intrusive as the ads that reportedly will automatically play three times a day on Facebook.

We also can’t forget that Twitter, brand-wise, is drawing itself closer and closer to anything related to television programming. Tweets are now being monitored and tracked by Nielsen’s TV Ratings to scrape metrics about the number of people talking about any given TV program. To further close the gap between Twitter and TV, Twitter accompanied today’s Amplify announcement with the debut of TV ad targeting.

Using TV ad targeting, brands on Twitter will get access to an analytics dashboard that will show when and where the brand’s TV ad aired in the United States. There’s no indication that there will be support offered to brands from countries outside of the U.S. for now.

Twitter is able to track ads using a video-detection algorithm thanks to its acquisition of Bluefin Labs, which works by monitoring all the television ads that run on TV using a “video fingerprinting technology.” Knowing when and where the brand’s TV spot aired may help brands to prepare marketing teams for Twitter marketing campaigns like Promoted Tweets. At the same time, Twitter’s TV ad targeting dashboard displays what users tweeted about the TV show in which the ad aired around.

As a testament to Twitter’s popularity as a TV viewing accompaniment, Twitter product manager Michael Fleischman revealed a few figures. 32 million U.S. users tweeted about TV programming last year, and as many as 64 percent of Twitter mobile users were watching a television program with Twitter in hand.

If 16 new partners to its Amplify program signal anything, it’s that the service is already standing on solid ground. In addition to partnerships with BBC America, FOX, Fuse, and The Weather Channel, the social network has announced partnerships with A&E, Bloomberg, the PGA Tour, and 13 others.

Home Theater

Accidentally aired Samsung ad shows Galaxy S10, Galaxy Buds a day before launch

One day before the launch event that is widely expected to contain both the new Galaxy S10 smartphone and the Galaxy Buds fully wireless earbuds, an accidentally aired Samsung TV ad from Norway confirms both products.
Movies & TV

Stay inside this winter with the best shows on Hulu, including 'Legion'

It's often overwhelming to navigate Hulu's robust library of TV shows. To help, we put together a list of the best shows on Hulu, whether you're into frenetic cartoons, intelligent dramas, or anything in between.
Deals

Take a gander at the best deals on 4K TVs for February 2019

There's no doubt that a good 4K smart TV is the best way to take your home entertainment setup to the next level to enjoy all your favorite shows, movies, and games in glorious Ultra HD. We've got the best 4K TV deals right here.
Home Theater

ATSC 3.0: The next-gen TV update explained

ATSC 3.0 is the next major update to the broadcast standard we use today. Will this be the second coming of free, over-the-air TV? We're here to explain everything about the new standard.
Social Media

Periscope tool adds guests to feeds so streamers can become talk show hosts

Periscope users can now invite viewers to chime into the conversation with more than just the comment tool. By enabling the option to add guests, livestreamers can add guests to the conversation, in audio format only.
Photography

Crouching, climbing, and creeping, the perfect Instagram shot knows no bounds

Just how far will you go for the perfect Instagram? A recent survey shows just how willing Instagram users -- and Instagram husbands -- are to climb, lie down, embarrass themselves or let their food go cold for the perfect shot.
Social Media

Facebook’s long-promised ‘unsend’ feature arrives. Here’s how to use it

Send a message to the wrong person? Messenger now gives you 10 minutes to take it back. After an update beginning to roll out today, users can now retract messages if they act within the first 10 minutes after sending the message.
Social Media

YouTube boss admits even her own kids gave the ‘Rewind’ video a thumbs down

YouTube's 2018 Rewind video went down like a lead balloon at the end of last year, becoming the most disliked video in its history. And now YouTube's CEO has admitted that even her own kids thought it was pretty darn awful.
Social Media

Snapchat finally recovers from its redesign — so here comes an Android update

Snapchat's drop in users after launching a controversial redesign has finally stagnated. During the fourth quarter and 2018 earnings report, Snapchat shared that the company is rolling out an Android update designed to increase performance.
Social Media

Skype’s new ‘blur background’ feature could help keep you from blushing

Skype's latest feature for desktop lets you blur your background during video calls. The idea is that it keeps you as the focus instead of distracting others with whatever embarrassing things you might have on show behind you.
Social Media

Twitter users are declining but more people are seeing ads every day

Twitter's end-of-the-year report for 2018 is a mix of good and bad news. The good news is that more users are seeing adds daily, the metric the company will focus on moving forward. But the bad news is that monthly active users are…
Web

Switch up your Reddit routine with these interesting, inspiring, and zany subs

So you've just joined the wonderful world of Reddit and want to explore it. With so many subreddits, however, navigating the "front page of the internet" can be daunting. Here are some of the best subreddits to get you started.
Computing

YouTube beats Apple, Netflix as the most trusted brand by millennials

The popular video sharing website YouTube climbed up in an annual Mblm study, moving up from third place in 2018 and coming ahead of both Apple and Netflix in final 2019 rankings. 
Social Media

LinkedIn finally gets around to launching its own live video tool

Live video is coming to LinkedIn for businesses and individuals on the site. The livestreaming feature is launching in beta in the U.S. before rolling out to the entire community.