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Twitter Launches Marketing Platform Program, Plans Branded Cinema Series

  |  February 24, 2014   |  Comments

The rebranded Twitter Ads API is now a one-stop shop where businesses can find partners that offer features beyond those available from Twitter Ads. In addition, Twitter Amplify is teaming up with a national cinema network to create a weekly show that incorporates tweets and Vines.

twitter-marketing-platformTwitter has rebranded its suite of partners as the Twitter Marketing Platform Program, the social network announced in a blog post.

The Marketing Platform Program includes Twitter's Ads API partners and its measurement and targeting partners.

The objective of the new program is to help businesses identify resources to meet their marketing goals on Twitter when those goals include features beyond what Twitter provides in Twitter Ads, says a source close to the program.

According to the source, the program was rebranded because it now goes beyond advertising and gives clients a one-stop shop where they can see all of Twitter's partners.

Indeed, the blog post invites businesses to browse the directory to find partners beyond its suite of product offerings, including "some of the world's best tools and services that help businesses thrive on Twitter."

The social network launched the Twitter Ads API in 2013 to create "a diverse ecosystem of partners that could enable marketers to achieve greater ROI through Twitter Ads."

Twitter says its Marketing Platform Program partners have helped clients "reach new levels of success by improving their clients' direct response, branding, and live initiatives across multiple verticals."

Marketing Platform Program companies include social advertising agencies SocialCode, which says in the blog post it used Promoted Tweets to "increase retweet volume 60 percent in the days running up to the launch of a national network sitcom," and Kinetic Social, which says it "[leveraged] the API for TV-targeting in combination with [its] proprietary analytics and multivariate testing platform [which] has allowed [it] to yield 5x improvements in engagement rates and a 250+ percent lift in ROI metrics on average."

Twitter Brings Amplify Program to the Big Screen

In addition, cinema network NCM Media Networks says it is teaming up with Twitter's Amplify video promotion tool to develop a branded entertainment series that it says "will bring the most exciting movie conversations, tweets, and Vines to the big screen."

Expected to launch in mid-2014, the show will be seen in movie theaters via NCM's FirstLook pre-show program, and distributed via NCM Digital and through Twitter Amplify.

NCM says the one-minute weekly show will feature "quick-moving segments, taking a fun look at the top trending movie and entertainment content on Twitter and Vine."

The series will ask fans to weigh in on movies through hashtags, which could result in seeing "their own tweets and Vines up on the silver screen alongside some of the biggest names in Hollywood," NCM says.

"We are always looking for new ways to bring great and useful content to users with our partners," says Glenn Brown, senior director of Twitter Amplify, in a statement.

"Movie audiences are naturally social, and this partnership allows Twitter to work together with NCM Media Networks to help brands reach movie-goers in a unique and creative fashion."

Twitter has more than 240 million active users.

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Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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