TV ad targeting for Promoted Tweets in a limited beta now available in the U.S. to selected partners running national TV commercials in the U.S.
“”TV ad targeting” enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV. Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative,” informs Twitter.
Also, advertisers now has a new “TV Ads dashboard,” which shows when that specific brand’s TV ads have aired.
“This will help digital teams align not only with what’s shown on TV and when, but give insight into how Promoted Tweets can be crafted in the most effective ways to build upon broader marketing themes,” said Twitter.
“TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV, without requiring that advertiser to do any manual tracking or upload media plan details. Whenever a commercial airs during a TV show, Twitter not only determines where and when it ran, but can identify users on Twitter who tweeted about the program where the ad aired during that program. We believe a user engaged enough with a TV show to tweet about it very likely saw the commercials as well,” explains Twitter.
In addition, Twitter has further amplified the social TV conversation with real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters.
“Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens,” Twitter said.
Along side, new wave of multi-screen partners, from television and beyond–Twitter also branded this partnership program calling it “Twitter Amplify.”