Twitter added an offering to its Amplify partnership programme in October 2015 to let publishers and creators monetise their video content on the social network, while making it easier for advertisers to reach massive audiences and sponsor great content. With the update, select publishers and advertisers in the US could run video ads against premium content automatically, based on their preferred content categories. 

At that stage, the company launched the offering in beta, with plans to expand globally over time. 

A new update, announced on Thursday, 1 September, lets brand monetise live content on Twitter. Mike Folgner, group project manager of Periscope, wrote in a blog post that this offering is “a new way for brands to join and add to the Twitter conversation using live video broadcasts and highlights from Periscope.” Periscope, a live video streaming app, was acquired by Twitter last year. 

Folgner explains that the feature is currently being used during the US Open tennis tournament by former professional tennis player, Andy Roddick. He is collaborating with Chase and Grey Goose to create a series of broadcasts that adds live video to the conversation around the US Open on Twitter. 

Roddick has invited viewers to watch the broadcasts with him throughout the tournament, as he gives his expert perspective on the action. “Andy will also share his experience attending the US Open,” writes Folgner. “During each broadcast, he will answer questions and engage with the audience, allowing viewers to take part in how he experiences the tournament. All of this will be live on Periscope and Twitter.”

The campaign is appearing in a few ways on Twitter: Periscope broadcasts are being shared through tweets from Roddick’s account, select broadcasts appear as Promoted Tweets from the brand launch partners, and branded broadcast highlight videos are tweeted by Roddick and shared by the brand partners.

Read the full blog post here, or visit Andy Roddick’s Twitter account to view the broadcasts.