Twitter’s New TV Conversation Targeting Helps Advertisers Connect with TV Fans
Twitter may be the number two social media site (or three. . . or four. . . ) but it’s number one when it comes to TV talk. In the last few years, they’ve hitched their wagon so closely to the TV networks one can’t move an inch without the other.
Yesterday, Twitter announced the launch of their new TV Conversation targeting system. Using what they call “conversation mapping technology,” Twitter can show a promoted Tweet to any user who is discussing a given show at any moment. For advertisers who are already promoting their products during a show, this is a way of adding an extra level of interactivity. For everyone else, it’s just another way of reaching a very specific target audience.
Promoting your new teen vampire novel? Send Tweets to all the Twitter users fangirling about The Vampire Diaries.
Launching a sexy, power suit clothing line? Those Scandal fans will line up to buy.
Twitter’s new TV Conversation targeting tool is available in the US and UK and is coming soon to Brazil, Canada, France and Spain.
If you’re keeping score at home, advertisers running both TV commercials and Promoted Tweets have demonstrated 95% stronger message association, 58% higher purchase intent, 8-16% more sales, and 36% lower customer acquisition costs.
TV fans are extremely loyal to the brands that they associate with their show. If you have a product or service that you can closely tie into a popular TV program, conversation targeting should be worth the many pennies you’ll have to pay for it.
For those of you who can’t afford to buy a Promoted Tweet, all is not lost. Use Nielsen’s Social Guide to find the top Tweeted shows. Then, tailor your free Tweets in text and timing to catch the eye of those top Tweeters. As a die hard TV fangirl, I can assure you, those Tweeters are ready to buy.