Twitter ramps up dual screening opportunities
Twitter has unveiled a host of new ad targeting tools that it claims allows marketers to amplify their TV commercials, letting them target users tweeting about specific television shows and then serve them with a promoted tweet from their brand.
The first service - dubbed TV ad targeting on Twitter - lets advertisers amplify their broadcast TV ads via a new TV Ad dashboard tool which notifies media planners when their TV slot has aired, without the need to upload their media plan to the service. This then notifies the advertiser’s digital team who can then time and craft their Promoted Tweets, or Vines, accordingly.
Michael Fleischman, Twitter product manager, revenue, says: “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.”
The service was unveiled yesterday (23 May) when Twitter also announced another dual screening service called Twitter Amplify that offers brands the opportunity to sponsor real-time, dual-screen video clips that are embedded within clips tweeted via broadcasters.
For instance, brands can sponsor an “instant replay” of a sports match that is played within a broadcaster’s Twitter feed and then insert a link to their own property.
The service has already been on limited offer in the US but Twitter has now penned additional deals with broadcasters including BBC America, FOX, Fuse and The Weather Channel to further extend the opportunity to brands.
Meanwhile, Vice Media has also announced plans to launch a new daily video show on Twitter called #dailyvice, consisting of 30 to 60 second video clips within a Twitter Card.
The series will launch in the latter half of 2013 with the youth media brand claiming the “mobile friendly series” is the first in a number of planned partnerships between it and Twitter.
Eddy Moretti, chief creative officer of Vice, says: “Twitter is evolving and media creators need to rethink the way they create and distribute formats. #dailyvice will be informative, it will be global, it will be fun, addictive and, yes, it will only be on Twitter.”