In May, we announced the beta release of a new product called TV ad targeting, which lets marketers continue the story of their TV advertising on Twitter. 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. So today, we’re pleased to announce the general availability of TV ad targeting in the U.S. to advertisers running national television commercials.
In our tests over the last few months with brands like Adidas, Holiday Inn Express, Jaguar, and Samsung, advertisers using TV ad targeting saw significant improvements to key brand metrics, such as message association and purchase intent (as measured by Nielsen Brand Effect for Twitter). During a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone.
Twitter TV ad targeting engagement drives significantly higher message association and purchase intent.
On top of increased brand metrics, advertisers using TV ad targeting generated engagement rates that were 27% higher than their historical averages.
“The Twitter TV ad targeting beta helped the Holiday Inn Express brand target consumers who watched TV shows featuring our new #StaySmart television commercials,” said Heather Balsley, SVP Americas Holiday Inn Brand Family, IHG. “By using captivating messaging alongside Direct Response messages, video assets and interesting #StaySmart facts, we’ve been able to garner exceptionally high user engagement for our Promoted Tweets. Because engagement rates have been significantly higher, it’s enabled us to continue to drive new followers and create engaging conversation with consumers via @HIExpress.”
“Twitter TV ad targeting allowed Jaguar to tap into conversations with unique audiences that were recently exposed to the brand through strategically placed TV commercials that targeted individuals most likely to engage,” said Joe Torpey, Jaguar Communications Manager, Jaguar North America. “By using Twitter TV ad targeting, @JaguarUSA saw a direct increase in engagement and entries to the social media campaign #MyTurnToJag.”
In addition to the results realized by these brands, we’re also launching a new set of analytics in our TV Ads Dashboard that extend the capabilities of the TV ad tracking analytics we introduced last month. With these new analytics (below), advertisers using TV ad targeting will be able to better understand what users on Twitter are saying about their ad campaigns. Advertisers will have direct and easy access to user feedback on TV creatives — feedback they can use to optimize their Promoted Tweet campaigns.
TV ad targeting provides an always-on solution that makes it easy for advertisers to continue the conversation they started on TV with a layer of interactivity and engagement unique to the Twitter platform. To get started, please contact your account team or visit business.twitter.com.
Posted by Michael Fleischman (@mikef)
Product Manager, Revenue
UPDATE: An earlier version of this blog post included an image with mock Tweets from real users of our platform. This was not OK. Once we became aware of this mistake we took it down immediately. We deeply apologize to the three users included in the earlier images.