Twitter chief revenue officer Adam Bain and MIT Media Lab Cognitive Machines director Deb Roy launched a new TV ad targeting platform for Twitter advertisers today.
The concept is simple: Advertisers run TV ad campaigns and Twitter promoted tweets simultaneously, and then — via Twitter TV Ad Targeting — consumers on Twitter are targeted with promoted tweets.
The intent is to take advantage of the way that advertisers seem to get improved results if they can talk to consumers on Twitter while they're watching TV. From the official release:
... we are giving advertisers a new TV Ads dashboard, which shows when that specific brand’s TV ads have aired. This will help digital teams align not only with what’s shown on TV and when, but give insight into how Promoted Tweets can be crafted in the most effective ways to build upon broader marketing themes.
Whenever a commercial airs during a TV show, Twitter not only determines where and when it ran, but can identify users on Twitter who tweeted about the program where the ad aired during that program. We believe a user engaged enough with a TV show to tweet about it very likely saw the commercials as well.
GE, McDonald's and Microsoft have tested the product in beta.
When GE ran one of its "Brilliant Machines" spots featuring agent Smith from The Matrix, "When a consumer went to Twitter they were smartly targeted," Bain told about 200 ad agency and marketing types at the New York launch. The product was a result of Twitter's acquisition of Bluefin Labs, a social TV analytics company.
Here's a look at the analytics dashboard that goes along with it:
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