TORONTO – Shaw Media announced today it is the first Canadian media company to join Twitter’s new Amplify program.
Twitter’s recently launched program allows media brands – and their advertisers – to include short video clips from televised shows or sporting events within their tweets to complement their broadcasts, and get their message in front of viewers on their tablets and smartphones. U.S. media companies including A&E, Discovery, MLB.com, Time Inc. and New York magazine have already partnered with Twitter on the program.
Shaw says Amplify Media is an integrated cross-platform tool that allows advertisers to reach new audiences on Twitter. Plans are underway to incorporate TV content on Twitter during the 2013 fall TV season.
“Broadcasters have consistently tried to offer social TV experiences in one form or another but Twitter is really the social platform of choice when it comes to ongoing conversations about TV,” said Paul Robertson, Shaw Media’s group vice-president, broadcasting and president of Shaw Media, in a release.
The Twitter partnership will appeal to advertisers that are looking for more effective ways to reach consumers in an increasingly fragmented market, according to Errol Da-Ré, Shaw Media’s senior vice-president of sales. “This partnership allows our clients to build mass awareness and extend their brand presence across digital properties.”
The company says Amplify tool will also enable Shaw Media to offer advertisers cross platform analytics for video, as well as promoted tweets.
