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.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer
In May we present:Meet…the digital team of VisitOSLO
This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.#oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology