Michelle Castillo, published 10/4/16
The CW and Ford have signed the first Twitter Amplify upfront deal, guaranteeing ads on selected videos in CW Twitter accounts.
It marks one of the largest video ad deals for Twitter, at a time when brands are seeking social media video opportunities.
With more people watching content on different devices and looking for second-screen experiences, advertisers want to get in front of the social media audience. Twitter is one of the only social media networks that currently allows ads on its videos, and its Twitter Amplify program lets brands run their ads on specific content categories….
Media Storm CEO Christina Norman weighs in:
“Every smart client is looking for a holistic approach to their marketing, and it’s not just channel specific,” said Christina Norman, CEO of media agency Media Storm. “We know for a long time that people like to watch television and are online at the same time. It seems like a smart, natural extension.”
Norman, who previously was an executive at OWN and MTV, pointed out that despite the news of cord-cutting behavior, people are still watching television. However, it’s on their own time and on their own devices. She said they’re also spending time online, so getting in front of a Twitter audience could help promote both the shows and the automaker.
“People are on Twitter all the time when they’re not watching the show,” Norman said. “This makes sure they are part of a conversation and reminds them. It’s mutually beneficial [for CW and Ford]. It keeps their consideration high.”
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