Twitter has released some interesting data that shows just how effective paid Twitter media can be for promoting television shows and generating leads. Earlier this year Twitter introduced TV ad targeting for advertisers in the U.S. who are looking to target users interested in specific shows. Today Twitter is expanding this TV suite to connect all U.S. and U.K. advertisers to users engaged with TV shows.
Through Twitter’s conversation mapping technology, networks and brands can promote tweets for specific shows, sponsorship and other TV tie-ins and integration.
We believe Twitter and TV are highly complementary, and we’re working hard to make the Twitter x TV experience better for users, networks and advertisers alike. As we design products and experiences, we frame our work around questions like: How can we make Twitter more engaging for consumers as they interact with TV? How can we help drive more TV discovery and consumption for broadcasters? How do TV and Twitter campaigns affect consumer attitudes, awareness, purchase intent — and actual sales? Do Promoted Tweets move consumer dollars, top-line revenue and bottom-line results?”
Twitter and TV
Twitter’s report looks at sales data and media spend across various channels from all the major British mobile network operators and shows that the cost per incremental acquisition from TV advertising is a staggering 36% lower when Promoted Tweets are run in conjunction with TV ads as opposed to TV ads alone!
Twitter also worked with Nielsen’s Marketing Analytics group to study 30 U.S. consumer package good brands and found that on average, when TV advertising is coupled with Twitter paid media, TV ads drive 8-16% more direct sales.
Overall, advertisers that run both TV commercials and Promoted Tweets show a 95% stronger message association, 58% higher purchase intent, 8-16% more sales and 36% lower customer acquisition costs.
Who is using promoted tweets so far, and who will potentially use them in the future? According to Twitter:
Over the last few months advertisers such as Betfair, Dominos and British Sky Broadcasting have been using conversation targeting to reach millions of Twitter users.
Over the next few weeks, we will begin our first major wave of international expansion, bringing TV conversation targeting betas to advertisers in Brazil, Canada, France and Spain, with more countries to follow.”
Do you take to Twitter during your favorite shows to enhance your viewing experience?