In the past, Twitter has promoted the use of Tweets as a complement to the TV ads that are purchased by big brands and their ad agencies. The option to complement TV advertising with Tweets was only available to ad agencies who were running national TV campaigns, and the cost of this advertising option often priced out small agencies and advertising partners.
Last week, Twitter introduced "TV conversation targeting" in the U.S. and the U.K., which lets marketers show ads to people who are tweeting about a given show before, during and after it runs. It will be available in Twitter's self-serve ad tool, not just to bigger brands with a direct-sales relationship. This was possible, before, but would have taken hours of keyword targeting.
This move reflects a subtle shift away from "the symbiotic relationship with networks that Twitter has been nurturing", and opens more doors to the "have-not" advertisers who may not be able to afford a TV ad campaign. It remains to be seen how this will affect the balance of power between Twitter and the major networks.
For now, it appears that Twitter has opened up a world of possibilities for advertising players of all sizes.
http://adage.com/article/digital/twitter-offers-tv-audiences-tv-advertising/245386/
Last week, Twitter introduced "TV conversation targeting" in the U.S. and the U.K., which lets marketers show ads to people who are tweeting about a given show before, during and after it runs. It will be available in Twitter's self-serve ad tool, not just to bigger brands with a direct-sales relationship. This was possible, before, but would have taken hours of keyword targeting.
This move reflects a subtle shift away from "the symbiotic relationship with networks that Twitter has been nurturing", and opens more doors to the "have-not" advertisers who may not be able to afford a TV ad campaign. It remains to be seen how this will affect the balance of power between Twitter and the major networks.
For now, it appears that Twitter has opened up a world of possibilities for advertising players of all sizes.
http://adage.com/article/digital/twitter-offers-tv-audiences-tv-advertising/245386/
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