Twitter announced that its opening up its TV ad-targeting technology to all U.S. advertisers that run national television spots and want to reach live viewers with synchronized in-tweet promotions.
Twitter, which had been calling the ad initiative “Twitter Amplify,” markets the second-screen advertising play as an automated way to boost the impact of traditional broadcast advertising.
A beta version of the program kicked off in May. Early partners included a slew of networks and media companies like Viacom, Conde Nast, MLB.com, BBC America, FOX, ESPN, and The Weather Channel.
Here’s how it works: Twitter pushes advertisers’ extra video clips, such as sports highlights or reality show extras, as Promoted Tweets to users who have likely seen the advertiser’s broadcast spot while watching a live television program. The process of identifying actual ad viewers is handled by Bluefin Labs, the television analytics service that Twitter acquired earlier this year.
“During a handful of studies, users who Twitter identified as being exposed on TV and then engaged with a Promoted Tweet demonstrate 95 percent stronger message association and 58 percent higher purchase intent compared to users identified as being exposed on TV alone,” Michael Fleischman, product manager or revenue, wrote in a blog post.
During the beta period, advertisers using TV ad targeting also reported engagement rates that were 27 percent higher than their historical averages, Twitter said.
The company said Tuesday that it’s also giving participating advertisers more tools to track campaigns and gauge user feedback.