Twitter Adds to TV Targeting Offer

Twitter has expanded its suite of services targeting users who are engaged with television content. The new 'TV Conversation Targeting' tool will help US and UK advertisers and networks connect with relevant tweeters.

Twitter struck a deal a year ago with Nielsen, to produce a new metric, the 'Nielsen Twitter TV Rating', and then went on to buy social TV analytics firms Bluefin Labs and Trendrr. Later, it launched a new service called 'TV Ad Targeting on Twitter', to log when and where clients' ads are showing, and then identify who tweeted about the program being shown at the time. In August, Twitter and Kantar Media announced a partnership to develop a suite of planning and analytics tools for the wider television industry.

TV Conversation Targeting uses Twitter's conversation mapping technology and allows clients to send tweets to users who engage with specific shows, regardless of whether a brand is running a spot in the program. This means that advertisers can reach Twitter users exposed to sponsorships and other TV tie-ins for an additional touch point or message expansion.

The firm said in a statement: 'We believe Twitter and TV are highly complementary. 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 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?'

The new system has already been trialled with Betfair, Dominos, and British Sky Broadcasting to reach millions of Twitter users, and it will soon be rolled out in Brazil, Canada France, and Spain.

Web site: www.twitter.com .