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TV at the Core: Twitter Announces TV Targeting
May 23, 2013
Background
Today at their annual
#Twitter4Brands event in New York
City, the company announced a
handful of impressive advertising
and platform innovations that are
sure to excite social-focused brands
and agencies. Most notably, Twitter
introduced a new ad targeting
capability with TV at the core.
Powered by Bluefin Labs
technology, the Social TV listening leader that Twitter acquired in
February, Twitter’s “TV Targeting” enables advertisers to coordinate Twitter
campaigns with their TV buy, helping them to better reach and engage
audiences on Twitter who were likely exposed to their commercials. This
new capability, as with the slew of TV partnerships publicized during last
month’s upfronts, represents a significant move by the company to further
solidify and monetize their position as the Social TV frontrunner.
Currently the opportunity is only available to advertisers:
1. In the US only
2. Who meet certain Twitter media commitment thresholds ($50K)
3. Who are running TV nationally
How TV Targeting Works
Using Bluefin’s semantic mapping technology to match Twitter
conversations to specific shows on TV, Twitter will analyze tweets across
the platform in order to identify users who are tweeting about or
engaging with tweets related to the TV programs where the advertiser’s
commercial ran. These users are then targeted with brand messages via
Promoted Tweets. For additional impact, advertisers also have the option

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of utilizing enhanced Twitter cards to deliver lead generation forms or rich
media creative in the Promoted Tweets.
Resolution POV:
TV Targeting represents a substantial step forward in helping advertisers to
extend and enhance the value of their TV ad campaigns. Capitalizing on
growing second-screen and social media behaviors, TV Targeting creates
significant opportunity for brands to close the loop between TV and digital
communications, increasing messaging frequency and building continuity
with the consumers that matter most to them.
Key Takeaways:
1. Scaling targeting efforts. Bluefin’s “fingerprinting” and listening
capabilities will give brands more automated targeting as opposed

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to the manual day-parting and interest-based targeting tactics that
used to be necessary to pinpoint the audiences most likely exposed
to TV creative.
2. Measuring online vs. offline performance. Brands should look at
performance on key media metrics versus standard Promoted
Tweet efforts. They should also consider more holistic research, such
as brand surveys, to understand impact on things like awareness
and favorability.
3. Determining effectiveness. Some advertisers might be skeptical
about whether or not the people who talk about a specific show
where an advertiser’s TV spot ran are likely to be exposed to the TV
spot. But Twitter has a compelling case, and some of the early tests
of TV Targeting have shown positive results in terms of engagement
lift.
Summary
There is quite a bit of momentum behind Social TV and especially Twitter’s
role within the field. Given the growth in Twitter adoption and second-
screen behaviors of Twitter users who watch TV, it is hard to imagine that
TV Targeting would become anything but a standard practice for brands
looking to connect with their consumers in these new and interesting
ways.
For more information, visit:
http://advertising.twitter.com/2013/05/Amplify-TV-commercials-on-Twitter-
Premiering-TV-ad-targeting.html
For information about Resolution, visit our website:
www.resolutionmedia.com.