Twitter to ‘Amplify’ India Focus
New Delhi: In keeping with CEO Jack Dorsey's target of becoming profitable this year, Twitter is ramping up its focus on advertising tool Amplify in India.
After tying up with State Bank of India (SBI) and CNBC for Budget 2017 in what would be its first AsiaPacific news category alliance, Twitter is joining hands with Filmfare and Reliance Jio this week, offering publishers and advertisers a vehicle to monetize their real-time video content carried on the social medium. Amplify is a revenueshare model based on partners- hips, allowing advertisers to run video ads against premium content automatically based on their preferred content categories.“We are pursuing our Video and Live ambitions in 2017 with a heavy focus on Amplify. In the first 45 days, we have brought two major properties in entertainment and in the news category on the platform - Filmfare and Union Budget,” said Maya Hari, managing director, Twitter Southeast Asia and India. The four sectors that Twitter is focused on driving monetization in India are government, mobile, auto and FMCG. The Twitter-Amplify partnership with Filmfare and Jio for Filmfare Awards is a first for the entertainment industry in India.