Back in May, Twitter announced new TV ad targeting in beta. Now, the company has announced the general availability of the feature in the U.S.
Twitter says the results of the beta test period have shown that using Twitter and TV combined have significantly improved campaigns compared to just using TV by itself.
“In our tests over the last few months with brands like Adidas, Holiday Inn, Jaguar, and Samsung, advertisers using TV ad targeting saw significant improvements to key brand metrics, such as message association and purchase intent (as measured by Nielsen Brand Effect for Twitter),” says Twitter’s Michael Fleischman in a blog post. “During a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone.”
According to Twitter, advertisers using its TV ad targeting generated 27% higher engagement rates compared to their historical averages.
Along with the general availability of TV ad targeting, Twitter is also launching a new set of analytics in its TV Ads Dashboard.