ITV Boosts Social TV Strategy: Signs Up For Twitter Amplify

written by: Richard Kastelein

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itvlogoITV has recently announced it has entered into a partnership with Twitter to implement Twitter Amplify across its content. The broadcaster is currently talking to brands to discuss how the sponsored content service can extend and enhance TV ad campaigns.

Advertisers will now have the opportunity to align media campaigns with ITV’s programme content via the social media platform. Brands will have the option to feature in pre and post-roll idents within video tweets, as well as drive further engagement via customised hashtags, in-video banners and promotional video tweets.

The sponsored content service will add an innovative facet to marketing campaigns and offer brands the opportunity to make messaging more engaging, interactive and measurable.

Stephen Poole, Group Sales Controller at ITV, said:

“ITV’s partnership with Twitter provides a fantastic platform for brands to coordinate marketing activities across TV, digital and mobile in order to reach their target audiences. We are very excited to start working with our clients to bring new engaging content to our viewers via the social media platform.”

Theo Luke, Twitter Amplify, EMEA, said:

“We’re incredibly excited about ITV’s plans for Twitter Amplify. Twitter and TV go hand in hand, and we believe these types of two-screen sponsorships make for a win-win-win situation.

“Users receive spectacular, timely content in their timelines, broadcasters reach new audiences, and advertisers get an integrated cross-platform tool for reaching the social conversation, wherever it happens."

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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