Twitter has announced that its TV ad targeting service, which has been in beta testing for the last two months, is now being made generally available to advertisers in the US.
The service allows brands to sync their promoted tweets to appear in Twitter feeds at the same time as their television advertisements are aired.
Amongst the features of this new service is the ability to target Twitter users who have posted about the show during which a brand’s ad has aired, therefore putting their promoted tweets in front of the users who are most likely to have seen the ad.
Twitter has also launched more streamlined analytics in its TV Ads dashboard, allowing brands to examine what users have been saying about their advertisements in great detail.
Syncing Twitter and TV ad campaigns in this manner has proven to be incredibly successful during the beta testing period, which found that brands using the TV ad targeting service generated engagement rates that were around 27 per cent higher than their historical averages.
In a blog post, Twitter’s Product Manager for Revenue, Michael Fleischman, said: “TV ad targeting provides an always-on solution that makes it easy for advertisers to continue the conversation they started on TV with a layer of interactivity and engagement unique to the Twitter platform.
“The results of the beta test reveal that the impact of using Twitter in combination with TV advertising is significantly greater than that of using TV advertising alone.”
This news comes as Facebook unveiled a partnership with social data specialists Trendrr, with the aim of analysing how their users consume TV and social media services simultaneously, and using this information to improve engagement.
With Twitter having acquired one of Trendrr’s rival start-ups, Bluefin Labs, earlier in the year, it is obvious that both social networks are trying to make moves on the so-called “second screener” demographic; those who are browsing the web on a tablet or smartphone whilst watching television.
If either social network can successfully convince brands to pursue an advertising strategy with them alongside their traditional TV campaigns, and therefore improving brand engagement, there is great potential for Facebook and Twitter to significantly boost their ad revenue.