Twitter makes all-out push for TV ad dollars

In the company's latest move to leverage its status as a second screen for millions of TV viewers, Twitter (TWTR) has begun surveying its users about their recent TV viewing activity, presumbaly with the goal of improving ad targeting.

The survey effort comes shortly after Twitter launched a "TV conversion targeting" product that lets advertisers deliver Promoted Tweets to users discussing a particular show.

The company asserts customer acquisition costs are 35% lower "when Promoted Tweets are run alongside TV ads, as opposed to TV ads alone." But as many observers point out, TV ad buys are completely optional.

Earlier this year, Twitter launched a TV ad targeting product more directly tied to TV campaigns. The company also launched Amplify, a platform that allows broadcasters and content owners to promote tweets with embedded video clips (ads included) that are linked to TV broadcasts. Partners include CBS, the MLB, the NFL, Conde Nast, and the Discovery channel.

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Comments (2)
  • Tales From The Future
    , contributor
    Comments (7739) | Send Message
    After a while discussing TV on 140 chars gets tiresome (an exception may be live events with "rapid reaction" like sports, talent shows/competitions, political debates...)


    I don't know if people will still do this on TWTR in a few years time


    Direct messengers also work fine with group chats and with fewer limits...
    27 Nov 2013, 10:52 PM Reply Like
  • Barnski
    , contributor
    Comments (22) | Send Message
    Nothing would stop them from providing a short and long version of every tweet, like attention grabbing head line + full text when you click on....
    28 Nov 2013, 10:09 AM Reply Like
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