Twitter’s TV Ad Targeting product is now generally available to U.S. advertisers after a beta release this May, the company announced in a blog post today.
“The results of the beta test reveal that the impact of using Twitter in combination with TV advertising is significantly greater than that of using TV advertising alone,” wrote Michael Fleischman, founder of social TV analytics platform Bluefin Labs, which was acquired by Twitter for nearly $90 million in February.
Twitter, which collaborated with TV and media ratings mainstay Nielsen in the fall of 2012 to launch survey tool Nielsen Brand Effect for Twitter, measured how early Twitter TV Ad targeting campaigns were resonating. It was determined that Twitter users who had been exposed to a TV campaign and who engaged with a Promoted Tweet had 95% higher message association and 58% higher purchase intent than those who were not exposed to a Promoted Tweet.
Twitter’s push to bridge the divide between first and second-screen media is continuing to gain interest from marketers as more and more brands look to capitalize, in real-time, on mobile audiences that are tuned in to broadcast media simultaneously. NASCAR race sponsor Sprint, for instance, tapped Never.no’s social TV platform Sync to run a promotional Twitter campaign throughout TNT’s coverage of the Coke Zero 400.
“The ability to understand how users interact with a brand and allow a brand to create content and a conversation with a specific audience in real-time is one of the most interesting aspects of advertising Twitter can offer,” said Zvika Goldstein, director of product at Twitter Ads API partner company Kenshoo Social, in a recent interview.
He added, “I think [Twitter TV] is one of the biggest opportunities they’re putting out there for brands… at the end of the funnel, [to be able to] show how consumers went and purchased something after interacting with the brand real-time. I think that’s a holy grail.”
Twitter also introduced an additional set of analytics for its TV ads dashboard today for advertisers to loop sentiments about TV creative into the Promoted Tweets optimization process.
