Social Media Newsfeed: Twitter’s TV Ad Targeting | Spotify Hits a High Note

Twitter launches TV conversation ad targeting. Spotify valuation tops $4 billion. These stories, and more, in today's Social Media Newsfeed.

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Twitter Lets Brands Infiltrate TV Conversations Without Buying TV Ads (Mashable)
Twitter launched TV conversation targeting on Thursday, a feature that lets brands and networks promote tweets to users who engage in specific shows, even if the brand isn’t running a TV ad during the program. As the company wrote in its advertising blog: “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.” WSJ / Digits Until Thursday, advertisers had to use multiple, imperfect tools to reach their desired audience, including keyword searches, location targeting and tracking the other accounts that a Twitter user follows. Now, marketers can reach anyone tweeting about a specific TV show through a single option from the drop down menu when purchasing a Twitter ad. The Next Web This also means it’s now cheaper for advertisers to target viewers of a TV show that they think may have some synergy with their brand — as they head to Twitter to target those who are talking about the show, instead of having to fork out huge amounts of money for a TV ad. MediaPost The targeting option, which leverages the company’s conversation-mapping technology, might allow Snickers to direct a Promoted Tweet highlighting a product placement to fans of Big Bang Theory. In the last few months, brands such as Betfair, Domino’s, and British Sky Broadcasting have been using conversation targeting to connect millions of Twitter users. Variety 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. On average, when TV advertising is paired with Twitter paid media, TV ads drive 8 percent to 16 percent more sales “directionally,” according to the study.

Spotify Hits a High Note: Valuation Tops $4 Billion (WSJ)
Spotify has secured about $250 million in new financing that values the music-streaming company somewhere “north” of $4 billion, according to multiple people familiar with the deal. Spotify’s valuation is beginning to approach the market capitalization of Pandora, which went public in 2011 and is currently valued at $5.7 billion. Business Insider Now, you may be wondering if arguably the most popular streaming-music service in the world really needs another quarter billion dollars. Well, the answer isn’t entirely clear, but there are a few rational things Spotify may need more capital for, including expanding into more international markets. VentureBeat / Funding Daily We kinda feel bad for any company that planned to announce their own sweet fundraise today. On this day, Spotify is the whale, and everyone else is a mere minnow. It’s nearly doubled the total amount of funding the company has raised prior to the new round to a whopping $533 million.

Twitter Launches New Media Site With Best Practices, Success Stories (AllTwitter)
In just a few years, Twitter has evolved at a steady — and sometimes furious — pace. And now, post IPO, it’s still not clear exactly what Twitter is circa 2013 or what it is going to become. Enter, unveiled on Thursday. The Next Web The new media site is designed to help educate businesses about the usefulness of its platform. It includes success stories, links to articles on Twitter best practices and a list of useful third-party tools and services.

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How Facebook Reveals Your Friends List Even When It’s Set to Private (VentureBeat)
Facebook promises that you can control who sees your friends list. But that might not always be true. Irene Abezgauz, a vice president of product management at Quotium, found a vulnerability in Facebook’s “People You May Know” feature.

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