Twitter And TV Conversation Targeting

Scott Lambert

Following the rollout of extra shopping tools by Google at the weekend, Twitter has now added new advertising features that many retailers will want to latch onto quickly in order to make the most of new marketing opportunities over the busy holiday period. Since last May it has been possible for US users to implement targeted TV ads on the social network, but now further developments of this project have led to the appearance of conversation targeting – a way to get in on conversations with real sales potential.

“The way TV conversation targeting works is simple,” says Twitter. “Through our conversation mapping technology, networks and brands can promote Tweets to users who engage with specific shows, whether or not a brand is running a spot in the program. Now advertisers can easily reach Twitter users exposed to integrations, sponsorships and other innovative TV tie-ins for an additional touch point or message expansion.”

Research into the conversion of advertising into sales shows that TV adverts with Twitter support result in an 8% to 16% increase in sales compared to TV adverts alone. In conjunction with other evidence, it suggests that people are simply more likely to buy when they feel they are being addressed personally, even if this does not mean having a full conversation. Business managers have long been advised to seek out Twitter conversations relevant to their products or services and join in; with the new system, they will be able to set up tweets to go out automatically in this context and can have a visible online presence even if they are not able to be there in person. This is great news for smaller businesses that do not have the resources to pay a full-time social media manager or have somebody available at all hours.

TV conversion targeting is not just of interest to businesses advertising on TV. It can also focus on conversations related to particular programs. This has obvious potential for makers of merchandise and TV-related products and it is also a good idea for anyone with a related product; for instance, a food manufacturer might want to set up promotional tweets to go out during a cookery show, while a car sales outlet might want to advertise during conversations about a driving-based action movie. It takes a little imagination to get this right, but catching on to the zeitgeist around particular shows can be a great way to promote just what people are thinking of buying.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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