Content Marketing Blog

Continue your advertisement’s story from TV to Twitter

Twitter is increasingly becoming a social platform that is vital to the activities of companies, marketers and advertisers, who want a number of tools to help them reach their audience.

Joining Promoted Tweets, Promoted Accounts and Promoted Trends on Twitter is a new function – TV ad targeting!

Twitter revenue product manager Michael Fleischman announced on the Twitter Advertising blog that they had made TV ad targeting available on Twitter, a tool designed to make it much easier to "extend and enhance TV ad campaigns".

Mr Fleischman posted that audiences now watch TV as an "active voice", sharing their experiences with people as events unfold around the world. He said people tweet so much about TV that Twitter is now becoming an important part of how TV is measured!

Twitter's director of promoted content and sponsorships Glenn Brown noted that, according to Crimson Hexagon, the vast majority (95 per cent) of online public conversation around TV currently happens on Twitter.

Around half of all the national Super Bowl commercials had hashtags, encouraging collective conversation.

"TV ad targeting enables marketers to engage directly with people on Twitter who have been exposed to their ads on TV," he posted on May 23.

"Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable, while making it easy for marketers to run always-on Twitter campaigns that complement and amplify their TV creative."

Australia doesn't yet have access to TV ad targeting on Twitter, with the tool currently only available to selected partners running national TV commercials in the US; but it's only a matter of time before we could expect it on our shores.

Remember to keep in mind how people engage with TV and twitter, and ensure that, if you're promoting a hashtag, it's one that is short, simple and easy to remember.

Posted by April Revake.