In May, we shared the news of the beta launch of Twitter TV Ad Targeting, a new service designed to enable Twitter and TV ad campaigns to be synchronized.
Today, Twitter announced that the platform has been so successful, it’s shifting out of beta mode and is now available in the U.S. to all advertisers running national television commercials.
In a blog post announcing the general availability, Bluefin Labs (acquired by Twitter in February) founder Michael Fleischman wrote,
“During a handful of studies, users that Twitter identified as being exposed on TV and then engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone. On top of increased brand metrics, advertisers using TV ad targeting generated engagement rates that were 27% higher than their historical averages.”
Test partners that have been experimenting with the new Twitter TV Ad Targeting include Adidas, Holiday Inn, Jaguar, and Samsung, all of whom have reported success.
In addition to making the service available across the board, Twitter is also rolling out a new set of analytics in its TV Ads Dashboard. On top of the functionality existent since the dashboard launch in May, the portal will enable advertisers to see what users on Twitter are saying about their ad campaigns. They can then use that information to optimize their activity on Twitter.
Here’s what it looks like:
(TV image via DigitalTrends.)