How Twitter Is Making TV Ads Way More Social
Historically, TV ads have been a very effective way to reach a very large audience in a short period of time, albeit at a wildy expensive price tag. For many brands this has been very successful, with the right type of ad and insight. One of the biggest problems in the digital age has been that brands spend a monumental amount of money on these ads, but there is no real opportunity for two-way, live interaction with this content or any ongoing conversation.
Twitter recently launched one of the biggest steps forward towards making TV ads more relevant and connected to online activity, instead of stand alone islands. It is doing this by way of allowing brands to pair their TV media buys with a Twitter campaign that will feature that same ad, or related content, to those who are likely watching that show, at that time.
Currently, thousands (if not millions) of viewers are taking to Twitter as they watch popular reality shows, such as American Idol or the Bachelor, or major sporting events, such as the Super Bowl or Olympics, to voice their opinions on the outcome. Now brands have the ability to be both in front of their audience on the TV as well as in the palm of their hands as they look down at their Twitter feed.
The video explains it much better, so please take a look:
In other news, Twitter has also recently added new conversion options directly inside tweets, so brands can potentially provide an offer directly within Twitter. I can definitely see some brands taking advantage of this by advertising on TV, then providing the offer on Twitter. One of the beauties of this is that the analtyics opportunities are enormous... and I am willing to bet it will work very well.
While there is still a long way to go, I think these are big steps forward for historically walled TV media networks towards a world of integrated brand opportunities. What do you think of Twitter's new TV targeting options?