Shaw Media has announced they are the first Canadian media company to join the Twitter Amplify program. Shaw Media will provide Canadian users timely in-Tweet video clips that complement their broadcasts. This partnership will offer Shaw Media, and its future brand partners, an integrated cross-platform tool that allows them to reach new audiences on Twitter. Plans are underway to incorporate TV content on Twitter during the 2013 Fall TV season.
“Broadcasters have consistently tried to offer social TV experiences in one form or another but Twitter is really the social platform of choice when it comes to ongoing conversations about TV,” said Paul Robertson, Group Vice President, Broadcasting & President of Shaw Media. “There’s no better match for compelling, live television. Twitter is a true complement to the TV experience.”
Similar to other programs Twitter has collaborated on in the past, Shaw Media, and their brand partners, will be able to utilize Twitter’s unique ad products to bring the second screen experience to Canadian consumers on Twitter. These integrations are highly flexible and customizable based on a client’s needs, campaign size and objectives.
According to Errol Da-Ré, Senior Vice President, Sales for Shaw Media, advertisers are looking for the most effective way to reach consumers in an increasingly fragmented market. “We know our programming already generates thousands of Tweets every day….and we know that our advertisers are looking for an effective and simple way to reach those TV fans. This partnership allows our clients to build mass awareness and extend their brand presence across digital properties.”
Additional Twitter benefits for Shaw Media clients include cross platform analytics for video and Promoted Tweets and audience extension through Twitter’s various targeting capabilities.
“This is welcome news for all advertisers in Canada,” said Sunni Boot, CEO at ZenithOptimedia Canada “It allows our clients to connect with their key demos using an effective and unified approach. We are looking forward to leveraging this new partnership.”