A new Twitter study finds that leveraging Twitter is giving advertisers more bang for their buck.
The study on Twitters impact on advertising found a few things. First, using hashtags in TV ads generates conversation about brands. Over 500 consumer electronics ads were observed, finding over 63,000 comments in response to those ad over 100,000 airings.
Overall, TV ads with hashtags resulted in 42% more tweets about the ads than commercials without hashtags.
Another finding was that using Twitter while watching TV lessens the chance of viewers changing the channel during commercials. The study found TV viewers who are not multi-tasking on mobile devices tune away 17% of the time during ad breaks, but the number plummets to 13% when viewers use their phones (and drops to 8% if watching TV while using Twitter).
And most importantly, the study found watching ads while using Twitter or other second screen devices increased ad recall by 13% (40% ad recall without either).
It will be interesting to see how advertisers integrate ads into actual TV shows as the social TV era expands.