Twitter Cuddles Up to TV with the Tweet of the Week: "We're a Bridge Not an island" - Matthew Kearney

The quote amp8211 amp8220Weamp8217re a bridge not an islandamp8221 amp8211 is from Twitter CRO Adam Bain announcing Twitter Amplify and Twitteramp8217s new TVad targeting program The products were launched at Internet Week New York last Thursday Bain is stating that Twitter amp8211 and maybe all social media amp8211 can be regarded as a link to TV not a separate alternativePlaying nice is a smart approach but not a novel one When you are in the early stages of monetizing your new disruptive technology be modest be polite and claim youamp8217re not a competitor but quotcomplementaryquot to where the dollars currently areGive your product a nice TV friendly name such as quotEnhancerquot quotAcceleratorquot or in Twitter39s case quotAmplifyquot and then go pitch your story to TV advertisers congratulating them for being smart to focus on such a powerful medium But quietly prey on their fears Point out TVamp8217s everincreasing frailty and that we39re all spending way more time now posting tweeting blogging DVRing and fast forwarding rather than actually watching TV advertisingIt is much more sensible than trying to tackle TV head on claiming that you39re a better platform and having endless futile meetings in which advertisers sense you39re calling them dumb for buying TV in the first placeThe first product announced Amplify appears to be a distribution platform for video Twitter style If you have the rights to the content the video clip of the blizzard coming the news event the shot on goal a branded content short then Amplify is for you At core it is an alternative way to broadcast video contentamp160The second product Twitter TV ad targeting is a monitoring service that quotlistensquot for tweets about a TV show whilst a show is airing and simultaneously tracks the ads aired in the commercial breaksYou can then use Amplify to tweet the tweeters with the ad they missed while they were tweeting to tweeters during the ads I hope youamp8217re followingamp8230If I were a creative exec I could get excited about this Hereamp8217s a way to track and reach an audience with my message If I were Twitter I would be excited by this Twitter is still quite small in revenue terms and a means to tap into advertising dollars is welcomeBut if I were a TV ad sales exec Iamp8217m not sure I might want to tell Amplify to go back over its bridge to Twitter IslandMatthew Kearney has been working in the media in London and New York in TV cinema and in online for nearly 20 years He joined the Daily Mail39s leading news site MailOnline last year Matthew can be reached at matthewjkearneygmailcomRead all Matthew39s MediaBizBloggers commentaries at Matthew KearneyCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Twitter Cuddles Up to TV with the Tweet of the Week: "We're a Bridge Not an island" - Matthew Kearney

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Twitter Cuddles Up to TV with the Tweet of the Week: "We're a Bridge Not an island" - Matthew Kearney

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