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Twitter’s TV takeover

Twitter is increasing its reach far beyond 140 characters and into living rooms with the roll out of TV ad targeting.

Roll 'em out

TV ad targeting, which was launched in beta back in May, has now been rolled out to all US advertisers. 

The feature allows brands to sent tweets to people who have just viewed their TV commercial.

Two strikes

It works like this. A brand launches a campaign across several networks and shows. After the ad airs Twitter tracks for mentions of the ad and related hashtags.

Twitter identifies these users to the brand, who can then roll out a Promoted Tweet that appears in the users' stream. A Vine video can also be including to reinforce the message. 

Apparently it's working a treat. Twitter's Nielsen study shows TV ad targeting delivers a 58 per cent higher purchase intent than TV ads alone, and a 95 per cent stronger message association.

Adding more ads

If it takes off (and all indications are it will), TV ad targeting will give brands a new way to tell narratives and extract a greater insight into who's talking about their product – and what they might want to purchase.

It also cements Twitter's position as the place where users discuss everything from royal babies to TV commercials in real time. 

To find out more visit blog.twitter.com.

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