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ITV implements Twitter Amplify to help increase opportunities for advertisers

Brands will have the option to feature in pre and post-roll idents within video tweets, as ITV has joined with Twitter to implement Twitter Amplify across its content.

The move looks to make messaging for brands more engaging, interactive and measurable.

Theo Luke, Twitter Amplify, EMEA, said: “We’re incredibly excited about ITV’s plans for Twitter Amplify. Twitter and TV go hand in hand, and we believe these types of two-screen sponsorships make for a win-win-win situation.

“Users receive spectacular, timely content in their timelines, broadcasters reach new audiences, and advertisers get an integrated cross-platform tool for reaching the social conversation, wherever it happens.”

Advertisers will be able to align media campaigns with ITV’s programme content via the social media platform, with customised hashtags, in-video banners and promotional video tweets.

Stephen Poole, group sales controller at ITV, said: “ITV’s partnership with Twitter provides a fantastic platform for brands to coordinate marketing activities across TV, digital and mobile in order to reach their target audiences. We are very excited to start working with our clients to bring new engaging content to our viewers via the social media platform.”

ITV's Simon Daglish announced the move today during Advertising Week Europe.