Twitter and CBS partner

On Monday, Twitter announced that it signed CBS as a partner.  It seems like with Twitter's upcoming IPO, the social media platform is looking to generate increasing advertising revenue.  Just as Twitter relies on these partnerships, there is a symbiotic relationship as companies need Twitter as well. Twitter pairs especially well with television companies as Twitter can give live feed and commentary during television programming.  It is described as a "win-win-win" for Twitter to get more messages or tweets, for customers to get content they are interested in and for advertisers to get more reach.     

In the past, ESPN has used Twitter to help advertise for Ford, where ESPN sent out instant replay football clips and wrapped them with Ford Fusion ads.  CBS will be using Twitter Amplify to promote its content, showcasing about 40 products, including TVguide.com and its fantasy football site.  If someone is tweeting about "60 Minutes", CBS and Twitter might push a tweet with a bonus video from the show.

It is no wonder why companies are using Twitter as a source of advertising.  The level of reach Twitter provides is unprecedented.  For example, Viacom used Twitter to promote the recent MTV Video Music Awards, leading to over 300,000 tweets per minute during the Miley Cyrus and Robin Thicke freak show and total VMA-related tweets sent during the show amounted to nearly 18.5 million.

Matt Derella, a Twitter executive said:

Broadcasting commercials simultaneously on a TV show and Twitter can boost an ad’s message...By adding Twitter to your buy, you will sell more stuff.

Mr. Derella made the point that Twitter and television reinforce each other, with people 58% more likely to buy a product having seen a TV commercial and interacted with Twitter than seeing a TV ad alone.

Sources: http://www.techhive.com/article/2049313/-60-minutes-in-140-characters-twitter-and-cbs-partner-for-promoted-tweets.html
http://bits.blogs.nytimes.com/2013/09/23/twitter-adds-cbs-to-its-stable-of-big-advertising-partners/?ref=technology