Earlier this year we launched TV ad targeting for US advertisers, which broadens the reach and power of a brand’s television advertising by extending the brand message to Twitter users who we believe have been exposed to the same TV ads.
Today we are announcing an expansion to our TV targeting suite. The newest feature, TV conversation targeting, now generally available to all US and UK advertisers, makes it easy for networks and brands to connect with Twitter users already engaged with TV.
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.
Over the last few months advertisers such as Betfair, Dominos, and British Sky Broadcasting have been using conversation targeting to reach millions of Twitter users.
Over the next few weeks, we will begin our first major wave of international expansion, bringing TV conversation targeting betas to advertisers in Brazil, Canada, France and Spain, with more countries to follow.
TV x Twitter: making each other better
We believe Twitter and TV are highly complementary, and we’re working hard to make the Twitter x TV experience better for users, networks, and advertisers alike. As we design products and experiences, we frame our work around questions like: How can we make Twitter more engaging for consumers as they interact with TV? How can we help drive more TV discovery and consumption for broadcasters? How do TV and Twitter campaigns affect consumer attitudes, awareness, purchase intent — and actual sales? Do Promoted Tweets move consumer dollars, top-line revenue, and bottom-line results?
In addition to the findings from our initial TV targeting release, our team worked with MarketShare to run a marketing mix model (MMM) for the UK telecoms market, using sales data and media spend across both online and offline channels from all major British mobile network operators. The results show that the cost per incremental acquisition from TV advertising is 36% lower when Promoted Tweets are run alongside TV ads, as opposed to TV ads alone.
Further, Twitter partnered with Nielsen’s Marketing Analytics group to run a marketing mix model for 30 US Consumer Package Good (CPG) brands using syndicated sales and media data through a smaller set of variables. What we found is that on average, when TV advertising is paired with Twitter paid media, TV ads drive 8-16% more sales directionally.
If you’re keeping score at home, advertisers running both TV commercials and Promoted Tweets have demonstrated 95% stronger message association, 58% higher purchase intent, 8-16% more sales, and 36% lower customer acquisition costs.
Ready to get started? Please contact your account team for more information on these features or visit business.twitter.com for all the latest information on the Twitter suite of ad products.