Twitter is making it easier for advertisers to tap into Amplify, its video clip focused ad product.
Amplify is a two-year-old product that has been one of the cornerstones of Twitter’s video advertising efforts. It allows advertisers, publishers and brands like the NBA to serve Twitter users with near real-time video clips from events. The idea is to reach people on their second-screens while they are watching a televised event — an NBA playoff game, for instance — or to entice people not watching the event to tune in.
Now Twitter has given Amplify a self-service upgrade, rolling out Auto Amplify to all advertisers, according to a story in Forbes today.
We emailed Twitter to confirm the news and provide more details and will update this post when we get a reply.
Here’s how Forbes described the new feature:
Through Amplify, for example, brands like Revlon can sponsor tweets that feature a video from Vine or another source, an animated GIF, a photo or an infographic owned or published by a media company. The clip might feature a player scoring in a soccer game or a snippet from a TV show like New Girls. The sponsor can promote itself through ad pre-roll in a video, by promoting tweets with their brand name or using hashtags, among other options. Now, an advertiser can upload their pre-roll on Twitter’s ads dashboard with the option to automatically promote Amplify tweets. A publisher can then submit their tweet with video or another visual to a live Amplify campaign, reducing much of the back and forth that used to occur between Twitter and partners to make a deal, the company said.
“We’re reducing down to zero the amount of time it takes for advertisers to power that tweet out to users,” Glenn Brown, Twitter’s senior director of content partnerships and Amplify, told Forbes. “When the roar of the crowd is loudest on Twitter is the prime time to inject a clip into that roar and see it multiply by being retweeted and shared. You need to be able to get that clip into people’s phones when they’re most passionate about it.”
Postscript: A Twitter spokesperson confirmed that Auto Amplify is the new way to create Amplify campaigns, reducing the manual work that was previously necessary. Now sponsors can instantly promote an Amplify tweet after a publisher assigns content to the program.
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