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As part of as part of its efforts to tap into new technology acquired with the buying of Bluefin Labs for a reported USD$80 million, Twitter has pitched a new program that allows TV Ad buyers in the USA to pair Twitter ads with the commercials they’re already running on TV.
TV ad targeting for Promoted Tweets is available as of today for agencies running national TV commercials in the US market (in a limited beta to selected partners).
TV ad targeting, reports Xconomy, enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV.
"Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative."
More from the Twitter blog:
To help facilitate a coordinated, multi-screen effort, we're giving advertisers a new TV Ads dashboard, which shows when that specific brand’s TV ads have aired. This will help digital teams align not only with what’s shown on TV and when, but give insight into how Promoted Tweets can be crafted in the most effective ways to build upon broader marketing themes.
TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV, without requiring that advertiser to do any manual tracking or upload media plan details. Whenever a commercial airs during a TV show, Twitter not only determines where and when it ran, but can identify users on Twitter who tweeted about the program where the ad aired during that program. We believe a user engaged enough with a TV show to tweet about it very likely saw the commercials as well.
According to Twitter, 64 per cent of mobile centric users on Twitter use it in front of the TV at home and this new product from Twitter lets brands continue the conversations they start with their TV advertising by building on the awareness they generate through TV with the interactivity and engagement of Twitter’s social/mobile DNA.