Twitter has claimed that running TV ads alongside promoted tweets is 36 per cent more effective than TV advertising alone.
The results - published as part of a blog in which the social networking site announced an expansion to its TV targeting suite – come from a marketing mix model (MMM) for the telecoms market Twitter worked on with MarketShare Partners.
Additionally Twitter partnered with Nielsen’s Marketing Analytics group to run a marketing mix model for 30 US Consumer Package Goods (CPG) brands using syndicated sales and media data through a smaller set of variables. This found that when TV advertising is paired with paid-for Twitter media, on average, sales rose between eight and 16 per cent.
Launched for US advertisers earlier in the year TV conversation targeting is now available to all US and UK advertisers, with plans to launch in the near future in Brazil, Canada, France, and Spain. TV conversation tracking works by using conversation mapping technology to enable networks and brands to promote tweets to users engaging with specific shows.
Previous results from Twitter have shown advertisers running both TV ads and promoted tweets benefitted from 95 per cent stronger message association, 58 per cent higher purchase intent and 36 per cent lower customer acquisition costs.
Over the past few months Betfair, Dominos and British Sky Broadcasting have been working with Twitter to use conversation targeting to connect with customers.