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#Finding old mtv video shorts tv
If one of those advertisers is running a Twitter Ad Targeting campaign, your Twitter feed will suddenly contain a sponsored tweet linked to the TV ad you just watched (or the ad you just ignored because you were busy tweeting). From that, Twitter can determine which commercials you’ve been shown. It works like this: if you’re watching a broadcast of Mad Men and you tweet about it, Twitter, using location data, will instantly figure out which station you’re watching it on. The truth is, Stewart didn’t switch from television to technology Twitter switched from technology to TV.Īlong with Amplify, Twitter is launching Ad Targeting, a program that lets advertisers supplement their television commercials with targeted paid tweets. When she jumped ship from public broadcasting, it looked like a maverick defection from old media to new.
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Last spring, Twitter opened up an office in Toronto, run by the former CBC executive Kirstine Stewart, known primarily for developing shows like Little Mosque on the Prairie and Battle of the Blades. Twitter the medium may indeed be just that, but Twitter the company is gearing up for an initial public offering within the year, and it must make money. Gone is Twitter’s early rhetoric about becoming a people-powered global news service. That tweet was the focal point of a social media storm that at its height generated over 300,000 tweets per minute, and then dominated discussions for weeks. “There are no words,” tweeted “Just watch.” Without leaving Twitter, viewers could click to view Miley’s pre-sold butt-grind, but only after a few seconds of a dancing Pepsi can. Miley Cyrus twerked, and the first online glimpse of the footage came from MTV itself.
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“We’re always pretty sure there’s going to be a moment, or many moments, like when Kanye busted up onstage,” said Dario Spina, a Viacom marketing VP.Īnd so there was. Viacom was not only predicting that lightning would strike twice in the same place, but also that they’d be able to capture it in a bottle. Promising advertisers a viral video seemed arrogant. In essence, Twitter would help MTV pirate their own content before anyone else could. If another shocking meme were to emerge from the awards show, MTV’s Twitter feeds would instantly clip and tweet it, slapping on a short commercial video beforehand. Days before the VMAs last August, Twitter and MTV’s parent company, Viacom, established a partnership to sell ads to VMA sponsors through a program called Twitter Amplify, an online ad platform created to complement broadcast TV. All of this surely raised the VMAs’ profile, but it also presented MTV with a new kind of problem: everyone was consuming and discussing their content, but they were unable to sell ads against it.įour years later, MTV solved the problem. Twitter and Facebook were overrun with the “Imma let you finish” meme, and a YouTube clip surfaced of Obama calling Kanye a “jackass.” The number of people participating in the social media aftershock of the moment was larger than the audience for the awards broadcast itself. In the days that followed, the YouTube clip alone was viewed more than 20 million times. It might have been the birth of what is now known as the “second-screen” experience, wherein a new generation of TV viewers tune out commercials, engaging instead with friends through phones, tablets and laptops. Viewers tweeted about the moment during the ad breaks. The online reaction to the incident was instant and global. When Kanye West hijacked Taylor Swift’s acceptance speech at the 2009 MTV Video Music Awards, he may have permanently upset the balance between television and the Internet. A new generation of TV viewers tune out the ads to tweet about what they’re watching, but Twitter is finding ways to make money on the conversationsīy Jesse Brown | Illustration by Matt Herring