16 March - 24 April 2020

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16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

Gordon Young
Editor-in-chief at The Drum

Twitter rolls out ad targeting service after finding brands that follow up a TVC with Promoted Tweets see a 58% increase in purchase intent

Twitter has identified that brand’s ads exposed on TV and then engaged with a Promoted Tweet demonstrate 95 per cent stronger message association and 58 per cent higher purchase intent compared to those exposed on TV alone.

The figures come following the beta release Twitter’s TV ad targeting product.

The beta test involved brands including Adidas, Holiday Inn, Jaguar, and Samsung who all saw significant improvements to key brand metrics.

“The Twitter TV ad targeting beta helped the Holiday Inn Express brand target consumers who watched TV shows featuring our new #StaySmart television commercials,” said Heather Balsley, SVP Americas Holiday Inn Brand Family, IHG. “By using captivating messaging alongside Direct Response messages, video assets and interesting #StaySmart facts, we’ve been able to garner exceptionally high user engagement for our Promoted Tweets. Because engagement rates have been significantly higher, it’s enabled us to continue to drive new followers and create engaging conversation with consumers via @HIExpress.”

“Twitter TV ad targeting allowed Jaguar to tap into conversations with unique audiences that were recently exposed to the brand through strategically placed TV commercials that targeted individuals most likely to engage,” said Joe Torpey, Jaguar communications manager, Jaguar North America. “By using Twitter TV ad targeting,@JaguarUSA saw a direct increase in engagement and entries to the social media campaign #MyTurnToJag.”

As such, Twitter has rolled out the TV ad targeting service in the US to advertisers running national television commercials as well as a new set of analytics to the TV Ads Dashboard.

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