×

Twitter Can Now Target Any Ad to TV Fans

Twitter has enhanced its ability to let advertisers reach users tweeting about TV, announcing a new tool that serves “promoted tweets” to anyone talking about a specific program.

This summer, the social company rolled out a TV ad-targeting product for U.S. advertisers. That let TV advertisers buy sponsored messages targeted at Twitter users who are assumed to have also seen their spots on TV (based on a proprietary algorithm).

With Twitter’s new “TV conversation targeting” feature, networks and brands can promote tweets to users who engage with specific shows — whether or not an advertiser 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,” Twitter revenue product manager Oliver Young said in a blog post announcing the tool.

SEE ALSO: Fox, American Express Take To Twitter To Promote Sharing Of TV-Show Clips

Advertisers have previously been able to buy sponsored tweets based on keywords, and could aim at TV tweeters independently from the networks using, say, text strings like “Monday Night Football” or “Walking Dead.” The new Twitter TV conversation-targeting feature just makes it easier and, theoretically, more accurate.

Twitter has been eager to expand revenue from the TV industry, as it moves into life as a publicly traded company. The site’s other big TV-related initiative is Amplify, which lets media firms and advertisers deliver ad-supported video clips to Twitter users.

Initially, the capability is available in the U.S. and the U.K. Over the next few weeks, Twitter expects to expand the beta program to Brazil, Canada, France and Spain. According to Twitter, in the last few months advertisers including Dominos, BSkyB and Betfair have been testing the conversation-targeting ad feature.

Twitter said it teamed up with Nielsen’s Marketing Analytics group to run a marketing-mix model for 30 U.S. consumer-packaged goods brands using syndicated sales and media data through a smaller set of variables. On average, when TV advertising is paired with Twitter paid media, TV ads drive 8% to 16% more sales “directionally,” according to the study.

SEE ALSO: Nielsen and Twitter Unveil Social TV Metrics, Showing How Little Tweets Line Up with Ratings

Another Twitter-sponsored study, conducted with MarketShare Partners, examined a marketing-mix model for the U.K. telecommunications market that used sales data and media spend across both online and offline channels from all major British mobile network operators. The results: the cost per incremental acquisition from TV advertising is 36% lower when “promoted tweets” run in conjunction with TV ads than TV ads alone.

More Digital

  • Mokalik

    Nigeria’s Kunle Afolayan: African Audiences Shouldn’t Be ‘Second-Class’

    DURBAN–A young boy from a middle-class home gets an unconventional schooling in the ways of the world when he’s forced to apprentice at a mechanic’s workshop in a rough-and-tumble section of Lagos. “Mokalik” is the latest feature from Kunle Afolayan, a leading figure in the wave of filmmakers revitalizing the Nigerian film industry. The film [...]

  • SAG-AFTRA HQ

    SAG-AFTRA Ends Long Strike Against Ad Agency Bartle Bogle Hegarty

    SAG-AFTRA has ended its 10-month strike against Bartle Bogle Hegarty after the advertising agency agreed to sign the union’s new commercials contract. The union instructed its 160,000 members in September not to accept any work for BBH, which had been signed to SAG-AFTRA’s commercials contracts since 1999. The strike came two weeks after BBH publicly [...]

  • FaceApp is displayed on an iPhone,

    SAG-AFTRA Warns Members About FaceApp Terms of Use

    SAG-AFTRA is warning its 160,000 members about the “overreaching and invasive” terms of use for the FaceApp mobile application. FaceApp, developed by Russian company Wireless Lab, uses neural network technology to automatically generate transformations of faces in photographs. The app can be used to make users appear older, younger, or change gender. The terms include [...]

  • J. Cole

    Apple Music Launches 'Rap Life' Playlist

    Apple Music announced the launch of “Rap Life,” a new global playlist focusing on contemporary rap artists and culture. It replaces the former “The A-List: Hip-Hop” playlist. Said Ebro Darden, Apple Music’s Global Editorial Head of Hip-Hop and R&B: “We flipped it to dig deeper into into the lifestyle [and to] keep pushing the culture [...]

  • Billie Eilish

    ARRI, Mobile TV Group Back New Venture Revitalizing Streamed Concerts

    A new venture looking to bring a fresh approach to live-streaming concerts has gotten the backing of hardware heavyweights ARRI and Mobile TV Group. Wide+Close is launching with the mandate of shooting music performances with film cameras and cinematographers in order to give the content a more cinematic feel. “We want to take concert filming [...]

  • Fortnite Battle Royale

    How 'Fortnite' Fans Can Earn Loot by Watching YouTube Videos

    Epic Games and YouTube have teamed up with a special offer for “Fortnite” players — giving players of the popular battle-royale game rewards when they watch “Fortnite”-premiered content on the video platform. The catch: You have to watch at least 20 minutes of “Fortnite” special content or live esports broadcasts to receive the loot. Under [...]

  • Roku headquarters

    Roku Plans to Expand to Brazil, Other Countries (EXCLUSIVE)

    Roku plans to expand to multiple new territories in the coming months, Variety has learned. One of the first new markets for the company will likely be Brazil. An international expansion could help Roku grow its customer base, which in turn should lead to growing advertising revenues. Roku executives have been hinting at plans to [...]

More From Our Brands

Access exclusive content