Twitter Amplify

Twitter Amplify is a video advertising product that Twitter launched for media companies and consumer brands in May 2013. The product gives broadcasters the opportunity to publish real-time in-tweet video clips that are accompanied by pre-roll or post-roll advertisements. It is Twitter's major initiative in social television, designed to enhance the user experience with premium and timely TV highlights, enable broadcasters to reach new audiences and provide brands with a cross-platform tool for reaching the social conversation around major events.

When it was launched, Twitter also announced it would work with a number of media companies, including Time Inc., Bloomberg Television, Discovery Channel, Vevo, Vice Media, Condé Nast Entertainment and Warner Music Group. By February 2014, all four major U.S. TV networks had signed up to the Amplify program, bringing a variety of TV content onto the social platform, in the form of real-time video clips. In March 2014, ITV became the first major broadcaster in the UK to sign up to Twitter Amplify and BSkyB followed suit in October 2014, having been sharing video on the platform since 2013. At this time, Twitter Amplify was live in 10 countries and had more than 70 partners including the BBC.

Twitter Amplify allows the social network to profit further from the growth in digital video advertising, which is growing many times faster than TV, search, and most other digital ad markets. Online video ad revenue will reach nearly $5 billion in 2016, up from $2.8 billion in 2013, while TV ad revenue will decline by nearly 3% per year during the same time period. Analysis by Credit Suisse puts the average cost per thousand impressions (CPM) for a digital video advertisement at $24.60 rising up to $32.80 for those with interactive ad units or mobile formats - versus $2.66 for display formats.

...
Wikipedia