After having launched TV ad targeting earlier this year, Twitter has now expanded its offerings for brands wanting to target people who are talking about specific TV shows.
If a brand specifically wants to target people talking about the show, for instance, The X Factor, then Twitter’s conversation mapping technology will allow brands to promote tweets to these people. Currently, this feature has been made available only in the UK and US, but the beta version will soon be rolled out in Brazil, Canada, France and Spain.
Target niche-popular, not mass-popular
The underlying fact here remains that one needs to target those niche shows that are being viewed by the target audience, which may not necessarily be the most popular ones. So, if a brand has knowledge about the shows watched by the target demographic, Twitter TV conversation targeting will allow those brands to get promotional content to that audience without having the substantial cost that comes with a TV advert. According to research data obtained from Twitter and Nielsen, Twitter paid media, combined with TV advertising drives 8-16 per cent more sales than TV advertising alone.
For this, it is important to consider which particular shows to target, by investing thoroughly in research. It is not a good strategy to pay for content to run alongside the most popular shows just because they have a big. As this rolls out globally, more advertisers will start using it and the impact of conversation targeting will become clear.
Integration: the future of social media?
Twitter and TV are a natural match and it is great to see Twitter building upon its existing TV advertising options. This offers a more affordable opportunity to brands which do not want to invest in TV slots. On another note, shows which are known to attract highly-valuable audience types will start to become bidding wars for exposure as audiences for shows like The X Factor and country-wide hits come even more into the sights of brands looking to drive second-screen interactions.
The author, Catherine May, is a part of the digital team of IPG Mediabrands in the United Kingdom