TV Ads 36% More Effective When Combined With Twitter

Brands advertising via both TV ads and Twitter enjoy a greater message association, and also see a 58% stronger purchase intent, Twitter claims in a recent blog post advocating integration of media channels.

The micro-blogging networking site has also found that TV commercials running in conjunction with promoted tweets are 36% more effective than TV ads alone.

Twitter revealed the statistics as part of a blog heralding the expansion to its TV targeting suite, which will allow advertisers and networks to reach Twitter users that are engaged with TV. The launch of the tool comes several months after Twitter introduced TV ad targeting for US advertisers, that enables a brand’s TV commercial to expand its reach by extending the message to Twitter users assumed to have seen the same ads on TV.

The suite can be now used by all US and UK advertisers, and will be soon available to brands in Brazil, Canada, France, and Spain, with more markets to follow.

TV conversation targeting is powered by a conversation mapping technology, allowing networks and brands to promote tweets to users that are engaged with particular shows.

Meanwhile, Twitter has worked with research firm Nielsen’s Marketing Analytics team to launch a marketing mix model for 30 consumer package goods (CPG) brands in the US, utilising syndicated sales and media data via a smaller set of variables. On average, when TV ads are linked to Twitter paid media, TV ads ensure 8% to 16% more sales, Twitter said.