The service “Amply” debuted last year in a move to turn up the volume and reach of clients’ commercial messages. This year, the Academy Awards joined the latest platform often used by Twitter and ABC.
In May, Twitter presented Amplify to the world, which allows advertisers to post clips of their ads within seconds of airing on live television. Though the concept of advertising on Twitter is not new, the ability to post quickly after the actual event is different and growing.
“On the ads side, Twitter has further amplified the social TV conversation with real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters,” explains Glenn Brown, director of promoted content and sponsorships.
The latest Amplify sign up was ABC. The Academy Awards is the latest broadcast offering live streaming online and using Amplify to promote its advertising partners.
oscars.com
“These things take off on Twitter anyway — and here is a way to throw fuel on the fire with an advertiser attached,” said Karin Gilford, ABC’s senior vice president of digital media (via Variey.com).
Tweets featured on the Official Oscars website
Search results for #Oscars
Twitter Amplify and the Oscars is a huge opportunity because now advertisers can be linked to everything on Twitter regarding the Oscars. The Academy of Motion Picture Arts & Sciences has a Twitter (@TheAcademy) and will be tweeting throughout the event. It is expected to that advertisers on ABC will take advantage of this benefit and opt to amplify.
Some of the first Amplify partners were The Discovery Channel (@Discovery), Major League Baseball (@MLB) and the National Basketball Association (@NBA). The NBA was the first to utilize Amplify after the announcement.
via http://blog.Twitter.com
Twitter has once again boosted the advertising world with Amplify. The big question is how long will consumers put up with these intrusive advertisements?
What are the advantages of Amplify? Any disadvantages?