Twitter declared their intent to enter the TV advertising marketplace a few months back when they purchased the social TV analytics company Bluefin Labs. Four months on from the purchase Twitter has launched TV Ad Targeting which is a new brand service which enables Twitter and TV advertising campaigns to be synchronized.
The new service essentially works by using video fingerprinting technology to automatically detect when and where a brand’s commercials are running on TV, without requiring that advertiser to do any manual tracking or upload media plan details. 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 programme, where the ad aired during that programme.
TV ad targeting for Promoted Tweets is available – as of yesterday afternoon – in a limited beta to selected partners running national TV commercials in the U.S.
As the product rolls out to advertisers, they’ll see a new TV Ads dashboard, which shows when a brand’s TV ads have aired, enabling digital teams to align their Twitter advertising efforts with what’s shown on TV and when.
For more information on the Twitter’s new TV Advertising Targeting product, check out the video below: