The Drum recently reported that a brand’s television advertisements create a 95% stronger message association amongst customers when coupled with a Promoted Tweet alongside it, than ads run on TV alone. These figures come following the beta release of Twitter’s TV ad targeting product.
Testing the Waters
The beta test of the new product involved brands including Adidas, Holiday Inn, Jaguar and Samsung, all of whom saw significant improvements in key brand metrics. As stated by Heather Balsley, Senior Vice President, America’s Holiday Inn Brand Family, IHG, “The Twitter TV ad targeting beta helped the Holiday Inn Express brand target consumers who watched TV shows featuring our new #StaySmart television commercials 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.”
Similarly Joe Torpey, Jaguar North America communications manager, found that Twitter’s TV ad targeting allowed his company 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.” This targeting led to a direct increase in social media engagement.
As such, Twitter has rolled out the TV ad targeting service to advertisers running national television commercials in the US, as well as adding a new set of analytics to the TV Ads Dashboard. Looking into the results of this expansion of the service will be very interesting to destinations and tourism organisations worldwide, providing a clear means of integrating online and offline marketing efforts and evaluating their effectiveness.
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