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ITV 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."