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Twitter launches TV ad targeting system
Twitter is targeting TV advertisers with a new system that will identify people who are tweeting about a brand's ads.
Called TV ad targeting on Twitter, and developed followings its acquisition of social TV analytics firm Bluefin Labs, it is designed to help marketers extend and enhance their TV ad campaigns.
Initially available only in select areas in the US, advertisers will be able to see which Twitter users have been exposed to their ads on TV and target them with Promoted Tweets.
It further builds on Twitter's growing relationship with TV and follows recent partnerships it has formed with ESPN and Fox in the US.
TV ad targeting on Twitter will integrate TV campaigns with activity on social media giving ads longevity and the ability for users who might have tweeted about the ads to further engage with the brand.
Advertisers will be given a new TV Ads dashboard, which show when brand’s TV ads have aired.
The dashboard will allow a brand's digital agency to quickly respond and align not only with what's shown on TV and when, but also get insight into how Promoted Tweets can be crafted in the most effective ways to build upon the broader campaign themes.
According to Twitter, TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand's commercials are airing.