×
You will be redirected back to your article in seconds

Twitter Targets Firepower on TV Tie-Ups

Social giant signs 16 media partners for ad-sponsored tweets, including A&E, Discovery and MLB

Twitter is deep in the throes of a love affair with TV advertising, launching a program to let marketers tweet ads to TV viewers and inking ad deals with 16 media partners, including A+E Networks, Discovery Communications and Major League Baseball.

Social site’s TV ad-targeting service, developed from its acquisition of research firm Bluefin Labs, is designed to deliver promoted tweets to users who have (most likely) been exposed to their ads on TV. Bluefin’s tracking service analyzes when and where ads have run on TV, then identifies users on Twitter who tweeted about the program where the ad aired – and theoretically saw the ads, too.

“Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative,” Michael Fleischman, Twitter product manager for revenue, wrote in a blog post announcing the service.

Twitter’s TV ad targeting is currently available in beta for U.S. customers that have previously run national TV ad campaigns on the social site.

Meanwhile, Twitter bulked up roster of partners for ad-enabled promotional tweets, which the company now calls “Twitter Amplify.” Those deals augment previous pacts with ESPN, Turner Sports and the NBA, Fox, BBC America, Fuse TV, The Weather Channel.

The new partners are: A&E, theAudience, Bloomberg TV, Clear Channel, Conde Nast, Discovery, MLB,  National CineMedia, New York Magazine, PGA Tour, Penske Media, Time Inc., Vevo, Warner Music, WWE, and Vice. (Disclosure: Penske Media is the owner of Variety.)

Twitter is reportedly also in talks with NBCUniversal and Viacom about similar pacts.

In 2012, 32 million people in the U.S. tweeted about TV programming, according to Twitter. Biggest drivers were major events like the Super Bowl, which drew 24 million tweets, and primetime TV shows like Fox’s “American Idol,” which had 5.8 million tweets during 2012.

SEE ALSO: TV Upfronts Dive Deep Into Digital

More Digital

  • Netflix Steps Up Middle East Production

    Netflix Steps Up Middle East Production With Third Arabic Original 'Paranormal'

    Netflix is stepping up production in the Middle East with its third and most ambitious Arabic original, titled “Paranormal,” with young Egyptian director Amr Salama (“Sheikh Jackson”) on board as director and showrunner. “Paranormal,” which is based on bestselling Arabic horror books by late Egyptian author Ahmed Khaled Tawfik, is being jointly produced by Salama [...]

  • Nancy Pelosi

    Facebook on Defensive Over Fake Pelosi Video

    Facebook faced growing criticism this week over its decision not to remove a video that was doctored to suggest that House Speaker Nancy Pelosi was intoxicated during a recent public event. The video, which has been viewed more than 2.5 million times, had been slowed down notably, giving the impression that Pelosi was slurring her [...]

  • Little-Black-Mirror-Maia-Mitchell

    Netflix Launching 'Little Black Mirror' Video Series Starring Maia Mitchell, Lele Pons, Rudy Mancuso, Juanpa Zurita and More

    To promote next month’s premiere of “Black Mirror” season 5, Netflix is launching a short video series — “Little Black Mirror,” with a cast that includes an ensemble of Latinx social-media stars. The three “mini-stories,” aimed at Spanish-speaking audiences, are inspired by the tech-dystopian universe of Charlie Brooker and Annabel Jones’ anthology series. “Little Black [...]

  • Twitter

    Twitter Permanently Bans Anti-Trump Krassenstein Brothers, Who Deny They Broke Platform's Rules

    Twitter permanently suspended the accounts of Ed and Brian Krassenstein — progressive political activists famous for trolling Donald Trump and his supporters — with the company alleging the brothers used bogus accounts to amplify their reach on the platform. “The Twitter Rules apply to everyone,” a Twitter rep said in a statement. “Operating multiple fake [...]

  • Snapchat

    Snap in Talks to License Music to Let Snapchat Users Embed Songs in Posts

    Snap wants to up Snapchat’s music game. The company has been in negotiations with music companies including the big three — Sony Music Entertainment, Universal Music Group and Warner Music Group — to license song catalogs for the Snapchat app, according to two industry sources familiar with the talks, confirming a Wall Street Journal report. [...]

  • T-mobile - Netflix - John Legere

    T-Mobile Passes Netflix Price Hike Through to Subscribers

    T-Mobile is getting ready to raise prices for subscribers who have taken advantage of its “Netflix On Us” promotion: The mobile carrier will begin charging existing customers who have participated in the promotion an additional $2 per month to account for Netflix’s recent price increase. Consumers will see their bill go up starting on 6/2. [...]

More From Our Brands

Access exclusive content