San Francisco—Twitter Inc. has dramatically extended its Amplify advertising program, forging a deal with CBS Broadcasting to jointly sell video tweet ads in support of upcoming CBS TV shows and websites.
The partnership will cover 24 CBS brands, including “60 Minutes,” CBS.com, CBSSports.com, CBS News, CNET, “CSI,” TVGuide.com and ZDNet, the company said Monday in an announcement at Advertising Week in New York. The cross-promotion program will allow advertisers to buy sponsored tweets with embedded video clips that are synchronized with their TV spots.
Twitter acquired the Amplify technology with its February purchase of TV analytics company Bluefin Labs, and made it widely available in July. Initial clients have included BBC America, Condé Nast, ESPN and the Weather Channel.