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Canada's Globe and Mail is reporting that a mere one day after Shaw Media announced a partnership to co-sell ads with Twitter, another Canadian broadcaster is also working with the company to examine the growing phenomenon of social TV.
Both announcements came ahead of the broadcasters’ upfronts, the yearly events where they present the next seasons’ shows to advertisers and media buyers, and jockey for TV ad sales.
But as audience attention becomes more fragmented, and viewers are increasingly multitasking with activity on a “second screen” such as a tablet, laptop or smartphone, advertisers are demanding more cross-platform strategies to reach people more effectively.
In a statement Kevin Crull, President, Bell Media added:
“We’re excited to continually expand our presence in the social media space through the power of our premium content. We are committed to measuring, sharing and applying knowledge from passionate social conversations to help our advertisers’ brand campaigns become even more effective... Our content drives engagement, and Twitter ‘amplifies’ the conversation."
"Twitter is TV's social soundtrack," said Kirstine Stewart, country director of Twitter Canada. "Working closely with Bell Media, we will be able to accelerate the development of analytic tools mentioned and we look forward to sharing the findings with clients and industry.”
With both Canada’s most-followed media property (@MuchMusic) and most-followed media personality (@TSNBobMcKenzie), and a Twitter network with reach in the millions, Bell Media is a leader among media companies on Twitter. As one of the tools used in analytic development, Bell Media will also employ AMPLIFY, Twitter’s branded, in-stream video tool that allows broadcasters to complement on-air content with timely in-tweet video clips.
This partnership highlights Bell Media’s ongoing commitment to advertisers to provide the best opportunities for messaging and measurement. Twitter and Bell Media will work together to develop, execute, and analyze research, and will collaborate in the promotion and communication of this research in the press and industry forums.