Last week, Twitter announced TV Ad Targeting for promoted tweets. Through its recently acquired Bluefin Labs, Twitter can infer what audiences are watching and subsequently target them with a promoted tweet after they view a television commercial. To date, we’ve been able to capitalize on co-viewing behavior by leveraging daypart targeting on mobile and social networks during primetime hours to reach users on the second screen when they’re parked in front of their televisions.
What’s different about Twitter’s new offering is that promoted tweets can now be timed and targeted to reach viewers after they’ve seen TV spots. The offering is currently limited to brands running national TV spots and also comes with a minimum $100K spend.
Here’s what we think it means for marketers:
- Multiscreen media strategies are imperative. Brands need to move beyond the traditional TV spot and tell a story across multiple channels and platforms. Television is just one of many consumer touchpoints, and through opportunities like Twitter TV targeting, subsequent ads can follow up with additional product information, videos, offers, etc., to continue the engagement and reinforce the message.
- We can get creative with building frequency. We shouldn’t just be thinking of how to increase GRPs and TRPs in television. Targeting tactics like this could prove to be more efficient than simply increasing television presence and could also provide a direct link to the website for consumers to take action.
- Measurement will slowly evolve. Nielsen has created the Nielsen Twitter TV Rating, which will not be counted in the official TV Nielsen ratings but will enhance the social TV analytics and metrics available today from SocialGuide by adding the first-ever measurement of the total audience for social TV activity. While it’s unlikely the industry will adopt this as a standard metric in the immediate future, this move by a major player highlights the importance of acknowledging the full consumer experience vs. thinking about performance in a silo or solely in the context of television.
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