News Column

Twitter Launches Tool for TV Ads

May 24, 2013

Twitter is attempting to secure its position at the nexus between television and digital media, announcing a new TV ad- targeting programme along with a flurry of partnerships with media companies.

The launch came as the social media company added a new security tool to its website, making it harder for outsiders to gain access to accounts, a month after a false posting triggered a stock-market fall. The two-step measure, which became available as an option yesterday, requires users to input a code sent via text message to a mobile phone in order to log in.

The company's new ad product taps special technologies to "watch" television and note when a commercial airs. At the same time, it "listens" to Twitter for people posting about the same show. The technology then allows advertisers to target ads on Twitter to people who are likely to have seen their commercials on television.

Twitter also unveiled its Twitter Amplify programme, a series of partnerships with media companies that will introduce into users' news feeds more video clips as well as real-time sponsorships that link ads on television to promotions on Twitter. Amplify extends Twitter media partnerships beyond television to include magazine publishers, sports leagues and music groups.

"We often have thought about Twitter plus TV, but we are now thinking about Twitter times TV," Adam Bain, Twitter's chief revenue officer, said in New York. "Twitter is a bridge, not an island. It is a bridge to things that appear on many screens." - Copyright The Financial Times Limited 2013/Bloomberg

(c) 2013 Irish Times. Provided by ProQuest LLC. All rights Reserved.

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Source: Copyright Irish Times 2013

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