Twitter has introduced a service designed to help TV advertisers target those who they know have seen their ads. The service tracks Twitter users who have tweeted their TV-watching plans and shares that information with advertisers. Advertisers can then in-turn target that audience for further messaging through Twitter.
The new service uses technology from BlueFin Labs, a TV analytics service that Twitter acquired earlier this year. Twitter began beta testing it in May, and it worked with Nielsen to gather data on its effectiveness. Among their findings, the combination of TV ads and targeted tweets delivered 95 percent stronger message association and 58 percent higher purchase intent than TV spots alone.
Twitter released a video showing how the service works. In addition to the new targeting service, Twitter is also giving advertisers a better analytics dashboard that shows what users are saying about their campaigns.
