Earlier this year, Twitter launched TV ad targeting – a way for brands to further reach TV viewers on Twitter who may have been exposed to their ads during a television show. Last week, Twitter expanded its TV ad connection to conversation targeting – reaching TV viewers engaging 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.
One stat showed the cost per incremental acquisition from TV advertising was 36 percent less when Promoted Tweets ran alongside TV ads, versus TV ads alone.
Another data point showed when TV ads were paired with Twitter paid media, “TV ads drive 8-16 percent more sales directionally,” Twitter reported.
Copnversation targeting is now available in the U.S. and the UK, with Brazil, Canada, France, and Spain to follow in the coming weeks.