Why Movie Theater Leaders NCM Media Gave Twitter Amplify a Shot

Brands now have a new way to approach video advertising on Twitter, thanks to a new product called Amplify that was launched on May 23. Between hashtags, live-tweeting, and interacting with actors, Twitter has become a breeding ground for conversations about television and movies. In fact, social TV analytics firm Bluefin Labs reports that 95% of real-time conversation about TV happens on Twitter.

Having made substantial headway in the second-screen battle with fans, Twitter is now aiming to woo advertisers with Amplify. Using this product, sponsored tweets will feature video content preceded by short clips from various advertisers.

To start, Twitter tested Amplify with sports content through its partnership with ESPN. An early example of this sort of advertising was an instant replay clip of a Roy Hibbert block, tweeted by@NBA. Another example — a five-second promo for the Will Smith movie “After Earth” — led into a 36-second video and included a follow button for the movie’s Twitter account.

Media companies and publishers are well-suited to this kind of advertising due to the nature of their content. Indeed, early collaborations with BBC AmericaFOXFuse and The Weather Channelexemplified this. Today, Twitter’s list of Amplify partners numbers almost 20, including NCM Media Networks, with its handle @NCMNews.

We spoke with Cliff Marks, president of sales and marketing at NCM to learn more about why his company took an early chance with Twitter Amplify.

To get Marks’ insight and read the rest of this article click here.


Nothing against Maulik Pancholy, but Raza Jaffrey’s face is more worthy of being featured.

Raza Jaffrey. Credit: IMDB.com

The 2011/2012 TV season is set to start in a matter of weeks and, like every year, people are getting excited for the new shows that will premiere in primetime. While TV and ad executives are on the lookout for the next big hit, we’ve got a different question on our minds: Will there be South Asians? The networks are doing well by us this year — of the major shows debuting this season, four will feature South Asian actors, none of whom will play stereotypical roles. (Sorry, Apu. Nothing against you but…come on.)

Read more: Fall TV Primer: South Asians Coming to the Small Screen | Divanee – South Asian news and entertainment.