Twitter has added another feature to its TV advertising suite called "conversation targeting" - a way for brands to reach people who are having conversations around certain television shows. The feature is currently available the U.S. and the UK.
Earlier this year, Twitter launched TV ad targeting, a way for brands to reach TV viewers on Twitter who may have been exposed to their ads during a television show. Last week, Twitter expanded its TV ad collection to include conversation targeting, in order to help advertisers reach TV viewers engaged in conversation about a particular show.
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.
While this feature is too new to know its impact, previous research commissioned by Twitter with Nielsen and MarketShare showed Twitter ads that targeted viewers who may have been exposed to the brand’s TV ads as well showed significant ROI.
Twitter TV conversation targeting works through their conversation mapping technology, which was showcased at the Cannes Lions International Festival of Creativity earlier this year (see demonstration):
One stat from Twitter's feature announcement showed the cost per incremental acquisition from TV advertising was 36 percent less when Promoted Tweets ran alongside TV ads, versus TV ads alone.
In addition, when TV ads were paired with Twitter paid media, "TV ads drive 8-16 percent more sales directionally," Twitter reported.
Conversation targeting is now available in the U.S. and the U.K., with Brazil, Canada, France, and Spain to follow in the coming weeks.
This article was originally published on Search Engine Watch.
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Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.
Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.
Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.
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