What Happened: Twitter has proved an endless font of news these days: The company issued its public IPO filing; it reported a big jump in its revenue even if it’s still losing money; and Twitter announced a deal to hook up with Comcast to bring it one step closer to making the TV industry its BFF.
The strategic partnership with the nation’s largest cable provider will create the “See It” button—set for integration into tweets in November. The button, which will only appear initially on tweets about shows on Comcast’s NBC Universal, will allow Twitter users who are also Comcast subscribers to watch or record these shows right there on their computers or mobile by clicking the button.
Sam Schwartz, Comcast’s chief business development officer says they “want to make the conversation on Twitter lead to consumption” on TV. So the win for Comcast would be more eyeballs. The goal is to expand beyond NBC Universal programming.
The deal also includes an “Amplify” ad deal with Twitter where the social network and NBC Universal both sell ads against short video clips from the programmers’ shows.
What This Means for Brands: If “See It” plays out as both companies envision, it will allow networks to improve the metrics behind ad deals and bring some quantification to the number of viewers Twitter is delivering to their shows. For Twitter, this will be a moment of truth where the effectiveness of the tweet will be on the line and Twitter perhaps can show in real terms how it’s better than Facebook at boosting TV viewership.
It stands to reason that eventually brands would inherit the privilege of including a “See It” button on their tweets linking to YouTube, Vimeo, Vine…you name it, video content. And that’s where this could get very interesting.
Contributing to TRENDING this week are Lucy Arnold, Jenna Carter, Sarah Gordon, Lisa Helfer, MaryFrances Hicks and Abby Ray. Edited by Pat Wechsler.