NEWS28 May 2013

Twitter launches TV ad targeting

Data analytics North America

US — Twitter is to offer TV advertisers the ability to target users of the social network who are tweeting about the shows they advertise against.

In development since the purchase of Bluefin Labs, Twitter is offering a limited beta which allows marketers to engage directly with users who have seen their ads on TV and is available to select partners running national TV commercials in the US.

Writing on its blog, Twitter product manager, revenue, Michael Fleischman, said: “Synchronised 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.”

TV ad targeting for Promoted Tweets will see advertisers get a TV Ads dashboard that shows when specific brands’ TV ads have been shown and identify users on Twitter who tweeted about the program where the ad was aired.

“This will help digital teams align not only with what’s shown on TV and when, but give insights into how promoted tweets can be crafted in the most effective ways to build upon broader marketing themes,” Fleischman added.

[Editor’s note: An earlier version of this story referred to Twitter as a ‘social message board’, which it isn’t. Or maybe it is? Probably depends on how you use it. But for the sake of consistency we’ve updated the description to ‘social network’.]