Twitter Has Marketers And Advertisers In Mind This WeekBy: Chris Crum - May 23, 2013
Twitter is letting loose a lot of new advertising and marketing offerings. Earlier this week, Twitter launched a new Lead Generation card for mareters.
Today, the company announced the availability of TV ad targeting, which has been developed through its acquisition of Bluefin Labs. Twitter says it’s designed to make it easier to extend and enhance TV ad campaigns. The offering is now available for Promoted Tweets in limited beta to select partners running national TV commercials in the U.S.
“TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV,” says Twitter Revenue Product Manager Michael Fleischman. “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.”
Twitter is giving advertisers a new TV ads dashboard, which shows when a 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,” says Fleischman. “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.”
Twitter also announced a new wave of multi-screen partners today, and named the partnership program Twitter Amplify. New partners (which join BBC America, FOX, Fuse and The Weather Channel) include: A&E, theAudience, Bloomberg TV, Clear Channel, Conde Nast, Discovery, MLB.com, National Cinemedia, New York Magazine, PGA Tour, PMC, Time Inc., VEVO, Warner Music, WWE and VICE.
According to Bloomberg, Twitter plans to release a tool similar to Facebook’s custom-audience feature as well.