In May, Twitter introduced TV ad targeting in beta, and then made it generally available in the U.S. in July.
On Thursday, Twitter announced an expansion of its TV targeting suite with the addition of TV conversation targeting, which it is making available to all advertisers in the U.S. and U.K. right off the bat. The feature is supposed to make it easy for networks and brands to connect with Twitter users who are already engaged with TV.
Twitter revenue product manager Oliver Young explains, “The way TV conversation targeting works is simple: through our conversation mapping technology, networks and brands can promote Tweets to users who engage with specific shows, whether or not a brand is running a spot in the program. Now advertisers can easily reach Twitter users exposed to integrations, sponsorships, and other innovative TV tie-ins for an additional touch point or message expansion.”
Twitter will roll out the new targeting capability in Brazil, Canada, France and Spain over the next few weeks. More countries will follow.
It’s surely no coincidence that Twitter just updated its mobile apps to surface Trending television content.
Young says, “We believe Twitter and TV are highly complementary, and we’re working hard to make the Twitter x TV experience better for users, networks, and advertisers alike. As we design products and experiences, we frame our work around questions like: How can we make Twitter more engaging for consumers as they interact with TV? How can we help drive more TV discovery and consumption for broadcasters? How do TV and Twitter campaigns affect consumer attitudes, awareness, purchase intent — and actual sales? Do Promoted Tweets move consumer dollars, top-line revenue, and bottom-line results?”
According to Twitter, who has been running tests with Nielsen and MarketShare Partners, when TV ads are paired with Twitter paid media, both TV commercials and Promoted Tweets have shown 95% stronger message association, 58% higher purchase intent, 8-16% more sales and 36% lower customer acquisition costs.