Twitter is expanding their TV advertising program to reach more advertisers. Their goal is to connect Twitter user behavior in response to TV advertising. This would help multi-channel marketers connect their traditional ad campaigns to their online campaigns--closing the loop and allowing marketers to gain greater insights and analytic data.
Twitter recognizes it's usefulness during live events which air on television. Users love to follow live events on Twitter, while watching the event. Twitter gives users a chance to respond--providing a new layer of engagement to traditional TV content. Twitter’s TV ad tool attempts to capitalize on this phenomenon by extending the opportunity to market to a target audience of a marketing agency or advertiser. Twitter is right to tap into the multibillion dollar TV ad business, as their service naturally extends the experience online.
Twitter originally opened up the program with a limited test run, but the program will now attract a larger body of advertisers and marketing agencies.
Twitter claims that the process of matching a promoted tweet with a TV advertisement has led to 58 percent increased intent to purchase among consumers.