Almost four months after acquiring social TV analytics company Bluefin Labs, Twitter has premiered Twitter TV Ad Targeting.
The brand new service is designed to enable Twitter and TV ad campaigns to be synchronized. Why does that matter?
Brand messages can be even more engaging (fans are seeing it in two places), interactive (you can’t click on your TV screen), and measurable (goodbye, old school Nielsen ratings).
As Michael Fleischman, Twitter’s Product Manager of Revenue, wrote in a blog post announcing Twitter TV Ad Targeting,
“TV ad targeting works by using video fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV, without requiring that advertiser to do any manual tracking or upload media plan details. Whenever a commercial airs during a TV show, Twitter not only determines where and when it ran, but can identify users on Twitter who tweeted about the program where the ad aired during that program. We believe a user engaged enough with a TV show to tweet about it very likely saw the commercials as well.”
TV ad targeting for Promoted Tweets is available – as of yesterday afternoon – in a limited beta to selected partners running national TV commercials in the U.S.
As the product rolls out to advertisers, they’ll see a new TV Ads dashboard, which shows when a brand’s TV ads have aired, enabling digital teams to align their Twitter advertising efforts with what’s shown on TV and when.
For more info on the new TV Ad Targeting product, check out the video below:
What do you think about this new development in the close relationship between Twitter and TV?