BBC Global News, Latest Twitter Partner, Starts Series of Original In-Tweet Video Reports
BBC Global News has struck a deal to serve sponsored video clips inside paid tweets via Twitter's growing Amplify program, according to the companies.
BBC.com has begun producing a series of short-form videos called "#BBCTrending" to appear in Twitter streams later this fall. The videos, hosted by Ann-Marie Tomchak, give viewers the inside story on trending news on social media that day -- after a brief pre-roll from a sponsor.
"#BBCTrending" will be distributed to BBC International's 4.8 million Twitter followers and pushed further as Twitter sells from its suite of ad products, such as promoted tweets, to help with distribution.
Twitter's media partners in the Amplify program have typically tweeted clips from existing TV programming thus far, not original content created with the platform in mind., Viacom,embedded sponsored highlights from MTV's Video Music Awards inside tweets, for example,,and Turner Broadcasting,which used Amplify to distribute sponsored highlights from the NCAA March Madness basketball tournament.,,
In April, BBC America became the first network to partner with Twitter around episodic TV series, with branded videos synced to "Doctor Who" and "Top Gear." A BBC Global News spokesman said the decision to partner with Twitter Amplify was due in part to the success of BBC America's deal. BBC America worked with Verizon for Amplify ads surrounding "Top Gear" and has lined up another partner for their next campaign.
Twitter has been courting TV networks as its initial public offering approaches, looking to squeeze more revenue out of the buzz surrounding TV series. CBS partnered with Twitter last month, and in recent weeks Comcast announced a deal that allows the cable operator's subscribers to instantly watch and record programming from its NBC Universal division using a "See It" button appearing in posts on Twitter.