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Twitter?s TV ad targeting helps brands extend social conversations

Twitter is opening up its television advertising targeting product to United States companies that run national commercials, enabling luxury brands to extend conversations with consumers and boost campaigns.

TV ad targeting lets brands directly communicate on Twitter with consumers while a commercial is still fresh in their minds. Soundly integrating TV into the social media world collapses the distance between brands and consumers, which can increase brand recall and heighten the possibility for sales.

?Many smart luxury brands are already leveraging Twitter to execute unique, highly engaging, real-time campaigns,? said Chris Riedy, senior manager at Twitter, San Francisco.

?Luxury marketers can think of Twitter as a tool to help amplify and extend all of their existing TV marketing initiatives,? he said.

Twitter is then able to determine who tweeted during the program in the locations where the ad appeared.

With this information, brands can put together promoted tweets that build upon the original creative or engage consumers with a novel approaches. Promoted tweet options include social-mobile platform Vine, an embedded media or one of Twitter?s new lead generation cards.


Burberry animated gif on Twitter

Twitter released a video explaining the TV ad targeting process.

<br /> <em>Introducing TV ad targeting on Twitter</em></p> <p>Brands will be equipped with a TV ads dashboard, which shows when that specific brand?s TV ads have aired. The dashboard will soon gain new capabilities that will allow advertisers to better understand what Twitter users are saying about their ad campaigns.</p> <p>Twitter announced a beta release of the technology in May.</p> <p><em></em>Brands involved in the beta, including Land Rover Jaguar, observed improvements to key brand metrics such as message association and purchase intent.</p> <p>During a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a promoted tweet demonstrate 95 percent stronger message association and 58 percent higher purchase intent compared to users identified as being exposed on TV alone, per Twitter.</p> <p><strong>An island of one plus one<br /> </strong><span style="line-height: 19px; font-size: 13px;">Twitter has already shown its prowess for increasing the impact of TV ads. </span></p> <p>For example, Twitter?s mobile advertising strategy just pulled ahead in the race with Google and Facebook through a mixture of real-time content video tied to TV viewing and ads targeting TV viewers who have seen an ad.</p> <p>Mobile users are increasingly watching TV with a smartphone or tablet nearby so they can engage further with content, including commenting about it on social media sites such as Twitter. By providing marketers with new ways to leverage mobile to tie into TV content and ads, Twitter is taking an important step toward attracting major brands with big advertising budgets to its platform (<a href="http://www.luxurydaily.com/twitter-beats-facebook-in-real-time-relevance-to-mobile-ads/"><u><font color="#0066cc">see story</font></u></a>).</p> <p>Finding a way to link traditional media with digital media will likely lead to greater brand awareness.</p> <p>?From our perspective, TV advertising is a healthy business that is even better and more effective with Twitter,? Mr. Riedy said.</p> <p>?Our goal with this endeavor is to simply provide a means for TV advertisers to extend their reach to a highly engaged audience while allowing for tangible interaction between a brand and its customers or potential customers,? he said.</p> <p><strong>Final Take<br /> </strong><em>Joe McCarthy, editorial assistant on Luxury Daily, New York </em></p></body> </html>
Introducing TV ad targeting on Twitter

Marketers will be equipped with a TV ads dashboard that shows when that specific brand?s TV ads have aired. The dashboard will soon gain new capabilities that will allow advertisers to better understand what Twitter users are saying about their ad campaigns.

Twitter announced a beta release of the technology in May.

Brands involved in the beta, including Land Rover Jaguar, observed improvements to key brand metrics such as message association and purchase intent.

During a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a promoted tweet demonstrate 95 percent stronger message association and 58 percent higher purchase intent compared to users identified as being exposed on TV alone, per Twitter.

An island of one plus one
Twitter has already shown its prowess for increasing the impact of TV ads. 

For example, Twitter?s mobile advertising strategy just pulled ahead in the race with Google and Facebook through a mixture of real-time content video tied to TV viewing and ads targeting TV viewers who have seen an ad.

Mobile users are increasingly watching TV with a smartphone or tablet nearby so they can engage further with content, including commenting about it on social media sites such as Twitter. 

By providing marketers with new ways to leverage mobile to tie into TV content and ads, Twitter is taking an important step toward attracting major brands with big advertising budgets to its platform (see story).

Finding a way to link traditional media with digital media will likely lead to greater brand awareness.

?From our perspective, TV advertising is a healthy business that is even better and more effective with Twitter,? Mr. Riedy said.

?Our goal with this endeavor is to simply provide a means for TV advertisers to extend their reach to a highly engaged audience while allowing for tangible interaction between a brand and its customers or potential customers,? he said.

Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York