Word of Twitter's self-serve intentions come as it announces a comprehensive deal with a big broadcast partner. CBS will begin amplifying short-form content from its properties, including CBSNews, TVGuide, CNET and CBS.com. Among the features will be a "60 Minutes In 60 Seconds" summary and CNET's "Next Big Thing" shorts.
David Morris, chief client officer for CBS Interactive, told the audience, "What can you not like about … Twitter's opportunity to target against this audience and send content of interest to audiences, and the advertiser's ability to go along with this content against an audience that's engaged?"
Morris declined to name specific advertisers, but said, "We couldn't get the IOs done." But he said interest is strong. "One advertiser asked us to package 20 shows in a huge package deal," he said.
The question is, how much reach extension can Twitter create for partners like CBS? Amplify uses Twitter's special-sauce targeting to find likely on-air viewers and others who are disposed to content for the brand. A challenge, as with all forms of online targeting, will be to maintain a high standard of audience segmentation while still maintaining the highest possible reach.