Twitter is set to promote its advertising appeal through its position as the “social soundtrack” to television at AdWeek in New York.
The news comes after the social networking site announced its plans for an IPO just over a week ago and the company is expected to be valued at around $15bn (£9.4bn).
Twitter’s head of TV, Fred Graver, and director of promoted content, Glenn Brown, will address AdWeek – which begins tomorrow - and are expected to promote Twitter as an accompaniment to TV advertising rather than a replacement.
In July, figures showed that brand ads broadcast on TV and followed up with a promoted tweet prompted a 95 per cent stronger message association and 58 per cent higher purchase intent compared to ads appearing on TV alone.
Last month, Twitter and Kantar Media announced a partnership which will allow Kantar to provide broadcasters with more data on how TV shows are received on the social network, highlighting the growing value of TV audience interaction on Twitter.
The move marks Twitter’s efforts ahead of its float – expected to be later this year – to differentiate its advertising potential from social networks such as Facebook and break away from traditional industry perceptions that Twitter is better utilised as a PR tool.