Intertwining with television is the cash cow of Twitter - Volkskrant

By: Heleen van Lier – 09/24/13, 15:34

© AFP. Co-founder of Twitter Jack Dorsey

Twitter is rapidly becoming the intertwining with television expanding. After collaborations with Discovery, Bloomberg Television and Major League Baseball and various media advertising companies, there is now a mega deal with U.S. broadcaster CBS. This made Twitter announced during Advertising Week in New York.

Twitterers who tweet about a television program this fall can expect short videos in their timeline with announcements of programs from CBS and sports clips. Advertisers can sponsor these videos.

Twitter Amplify
CBS makes use of the new technique Twitter Amplify. This is a technique where advertisers can supplement with a promoted tweet, which is aimed at people who see that TV program. Television commercials directly The French channel TF1 is a pilot project on the French version of “Dancing with Stars”

Twitter Amplify is in line with the way that Twitter has deployed:. Twitter wants to present itself more and more as a second- screen tool for television. TV viewers often tweeting during a program on their laptop, tablet or mobile phone on the broadcast. According to Twitter is 95 percent of online conversations about live television via Twitter. With an impending IPO Twitter develops new ways to capitalize on this. Currency Twitter has two weeks ago an application for an IPO done and is looking for ways to justify.

the valuation of 10 billion

• Twitter is realtime works as broadcasting spoiler machine at delayed.

This is a win-win-win situation “
The American company has always been opposed to traditional online advertising such as banners. Twitter mentions the connection with TV advertising a ‘win-win-win situation. ” “Users receive timely content around their TV experience and reminds them to vote for their favorite program on broadcasters reach new audiences and have new revenue. And advertisers get a cross-media resources to achieve “their better target said Twitter in a press release.

In April Twitter concluded a mega deal with Starcom MediaVest Group (SMG), a U.S. agency that ad space around television buys for major clients such as Coca Cola, Microsoft and Walmart. “The advertising industry has had a wrong focus, with a choice between TV and Twitter,” said director Adam Bain Twitter this. “We see it differently. Twitter is a bridge. “

Not the right hashtags
In February the company Bluefin Twitter took over, to get a better idea of ??the television habits of the tweeter. Twitter users do not always use the correct hashtags (#) when they tweet about a TV program. Bluefin has developed software that allows advertisers patterns in the viewing habits of the tweeter, derived from the content of messages, mapping.

Amplify is the next important step in the commercial exploitation of the relationship between TV and Twitter , but it is not the first step. During the Olympic Games in 2012 Twitter already worked with the NBC, the broadcasting rights held in the U.S.. Twitter had a special page designed to collect all the tweets from athletes, reporters and fans and even had its own editorial team set up here. During this experiment came immediately the biggest problem of the link between Twitter and TV upstairs. Because there are different time zones in the United States, NBC and the main races on both sides of the country wants to primetime broadcast, NBC sent out competitions delayed. Twitterers on the East Coast withdrew course nothing of the unlucky ones on the West Coast, and tweeted about the results.

Spoiler alert
Twitterers on the West Coast were incensed alerts spoiler-this and had extensively criticized on NBC. The hashtag # NBCfail became trending and there were many spoof accounts set up. Also during another delayed live events like Oscars and popular TV series ducked this issue: Twitter is realtime works as spoiler machine with delayed broadcast, critics

According to Twitter, it is only a small. part of the population that this hindrance and works just like a good teaser, allowing more people to watch. Also, a recent study by research firm Nielsen shows that tweets a magnetic effect on viewers and provide significantly higher ratings

According to Nielsen there is a kind of flywheel effect noticeable:. People tweeting about popular TV programs, making it even attract more viewers. “The study confirms the suspicion that Twitter is an additional tool for media companies to promote audience and involve the public in programs,” says CEO Ali Rowghani Twitter.

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