Broadcaster Viacom is adding 30 more of its shows to Twitter’s social video ‘Amplify’ program after ‘a great response from advertisers’ to its MTV Awards promotion on the social network. View a sample Amplify ad below: Roy Hibbert's BIG block. One of the nicest you'll see #NBARapidReplay – http://t.co/aAJmjhQugM — NBA (@NBA) May 19, 2013 […]
Broadcaster Viacom is adding 30 more of its shows to Twitter’s social video ‘Amplify’ program after ‘a great response from advertisers’ to its MTV Awards promotion on the social network.
View a sample Amplify ad below:
Roy Hibbert's BIG block. One of the nicest you'll see #NBARapidReplay – http://t.co/aAJmjhQugM
— NBA (@NBA) May 19, 2013
The videos and highlights from Viacom ranged from 15 seconds to about 90 seconds in length, including five-second advertiser pre-roll; others will take the form of branded content.
Twitter generates revenue off the sale of promoted tweets to the five VMA sponsors, including Unilever’s Degree Women and Pepsi, which is a discrete buy separate from the sponsorship packages.
As with any promoted-tweet purchase, the advertiser only pays when there’s a user interaction with the tweet, like a mention or a retweet. Viacom will generate incremental revenue from its sponsors for the content creation and pre-roll ads.
Now the content provider wants to Amplify more than 30 other shows, including a roast of James Franco on Comedy Central scheduled for Sept. 2.
“Twitter is live, public and inherently mobile, which makes the VMA’s the perfect place to take advantage of Twitter’s Amplify program,” said Adam Bain, president of global revenue at Twitter. “Viacom has long been a pioneer of harnessing Twitter to give viewers new ways to interact and share in live TV, and we’re thrilled to be working with the network and its sponsors to deliver this experience to viewers.”
Through Twitter Amplify, MTV will deliver a variety of sponsored-supported video content leading up to and during the 2013 MTV VMAs, including real-time highlights from the show, backstage moments, red carpet interviews, MTV News reports and more. MTV will also distribute via Twitter custom-content developed for sponsors related to VMA award categories and MTV News coverage of the event.
“The availability of Twitter Amplify in the MTV Video Music Awards generated such a great response from advertisers that we’re accelerating our plans to roll it out across our networks,” added Jeff Lucas, head of sales, music and entertainment, Viacom Media Networks. “We look forward to connecting even more advertisers with our audiences through video content on Twitter, starting with every burn in Comedy Central’s Franco Roast.”
Twitter has struck similar deals with networks, publishers and sports leagues including ESPN, BBC America.
