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. In keeping with the company’s emphasis on being the go-to platform to collectively share experiences in real time, Costolo hinted, at a recent appearance at the Brookings Institute in Washington D.C., that Twitter is testing a feature that would allow users to essentially “replay” live events and pinpoint peak moments that can be viewed if missed the first time around.

Yet another form of video that will be coming to more and more Twitter feeds is TV Ad Targeting, a clever tool the company took out of beta last week that identifies someone who tweets about a show as likely to have just seen a commercial, and streams to them an accompanying digital promotion.

Twitter is also looking a lot like a venue for programming: Several innovative new episodic shortform series have used Twitter as a distribution platform in recent months.

Amplify is Twitter’s name for partnerships with media companies that focuses on the second-screen experience: fans talking about events and issues on live TV shows. Ninety-five percent of “live TV conversation” currently happens on Twitter, the company said in a recent blog post,

Twitter is doing a very neat three-way deal between the NBA, which gets its highlights promoted, and in this case, the movie After Earth, which gets publicity and the chance to increase its Twitter audience via the embedded Follow @AfterEarth account.

Twitter is specifically about what is happening right now,” says Ron Amram, senior media director of Heineken USA, adding that Amplify has become Twitter’s most promising ad tool. “To allow a brand to have real-time ownership of a video that says, ‘This is what you need to know right now’ is pretty powerful.”

To attract more social media attention, “marketers are taking moments that would have been talked about at the water cooler and are allowing them to unfold live,” says Adam Bain, Twitter’s president of global revenue.

A division of 30 employees works with media companies to ensure that networks and their actors tweet during broadcasts and that Twitter hashtags and user names appear on the screen

A mélange of TV resource apps are getting together to help each other, and their users. Dijit, Thuuz, Tomorrowish, IVA and Simple.TV are partnering to integrate their products and services. The theory seems to be that they are stronger working together, rather than alone. Given the non-competitive positioning of each, this could be a boon for TV viewers. First a quick summary of what each of the companies does. Dijit’s NextGuide helps TV viewers discover new TV shows and remember to watch them. Thuuz provides real-time sports updates helping fans tune to the most interesting game on TV at any given time. Tomorrowish let’s viewers watching a show or event on-demand replay the social media buzz from the first broadcast. Internet Video Archive (IVA) specializes in providing show and movie trailers. Simple.TV provides live TV and network DVR services.

The Advertising Platform Formerly Known as Mass Media Advertising communications channels have always offered their audiences a value exchange. For instance, TV provides entertainment experiences in return for advertising and indirectly a cable fee, magazines present an edited cornucopia of material on a selected topic in return for a cover price and advertising.

Social media and digital advertising are currently testing the limits of their value exchanges by expecting consumers to provide specific information about themselves or their behaviors, which the digital properties can subsequently leverage in targeted advertising.

now younger consumers’ growing sense of entitlement gained in the digital world (where information was often offered at low or zero cost) is shifting across all channels. We only have to look at the emergence of TV cable cord-cutters or the growth of services such as Bit Torrent for evidence of this. Bit Torrent has increased its audience by over +70% in the last two years to a monthly audience of 23 million users.

Trendrr calls itself a real-time company that processes and tries to make sense out of the data surrounding television, media and brands. Trendrr’s products — Curatorr and Trendrr.TV

Having sat at this intersection of TV and social media for years, we’ve analyzed data from lots of platforms. What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.

Twitter in May rolled out new products that let advertisers target people on Twitter who had just seen their ads on TV. The update was born out of Twitter’s acquisition of Bluefin Labs, another social TV tracker. The move wasn’t so much a boon for media companies as much as a display of how Twitter can work on a second screen alongside TV.

or the first time ever, the organization has partnered with a social network to share, in its own terms, "some of the most valuable content in the entertainment business."

video clips will include near-instant replays from Thursday night games, Sunday post-game highlights, analysis, news, and fantasy football advice. Videos will be appended with pre-roll, 5- to 8-second advertisements from Verizon and another unnamed sponsor. Twitter and the NFL will share advertising, though the exact terms of the arrangement are unknown.

The gist: Later this fall, Twitter users will start to see a “See It” button on messages about some of Comcast-owned NBCUniversal’s shows, like “The Voice.” Clicking on those Tweets will open up a Twitter “card” with more information about the shows, and Twitter users who are also Comcast pay-TV subscribers will be able to record or watch the show directly from their computer or mobile device.

“We want to make the conversation on Twitter lead to consumption,” said Sam Schwartz, Comcast’s chief business development officer.

The deal also includes an “Amplify” advertising deal with Twitter, where Twitter and NBCUniversal will both sell ads against short video clips from the programmers’ shows.

TV is still the biggest, commanding roughly $70 billion in annual advertising.

Nielsen reports that online video accounts for a small portion of time spent watching TV, just over 2%, even after including YouTube, Netflix, and Hulu.  

Facebook and Twitter have the same grand strategy to cut a slice of that $70 billion. Unike Netflix and Hulu, their plan isn’t to take attention away from TV, but rather to attract more attention to TV advertising.

Twitter introduced "TV conversation targeting" in the U.S. and the U.K. today, which lets marketers show ads to people who are tweeting about a given show before, during and after it runs

It will be available in Twitter's self-serve ad tool, not just to bigger brands with a direct-sales relationship.

Up until now, Twitter's pitch has been about extending marketers' TV buys. "Already buying TV? Make those ads work harder with Twitter," the pitch goes. But with the new tool, Twitter advertisers can buy viewers of a show whether they're also buying ads on TV or not.

evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.

lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”

The Social TV Lab findings, compiled from various sources, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-tweet surveys, looked at results for campaigns from 15 U.S.-based SMG clients as well as general social TV engagement.