Drive Tune-In And Fortify TV Investments With Twitter Advertising
April 14, 2015
Watching our favorite TV shows is often an activity enjoyed with others. Platforms like Twitter, built on real-time communication, are taking this shared viewing experience well beyond those next to us on the couch. For example, Nielsen reports there were more than 1.3 million Tweets published about Saturday Night Live’s 40th Anniversary Special, to which more than 9 million people were exposed.
A recent Nielsen study also found TV conversations happening on Twitter correlate with audience engagement. This means Twitter activity can signal to marketers what programs will deliver the most engaged viewers, who will pay most attention to the brand content aired during commercial breaks.
What’s more, research by Twitter and Millward Brown shows that, compared to people watching television alone, those who watch television while using Twitter exhibit:
14% higher purchase intent
These findings, combined with our own campaign data, show Twitter ads achieve goals including awareness for forthcoming programs, driving tune-in and multiplying the impact of network sponsorships. Further, Twitter’s TV targeting makes it simple for marketers to coordinate their Twitter ad buys with television buys. More specifically:
- Twitter show targeting reaches people engaged with specific program content; aligns with an individual TV spot.
- Twitter network targeting reaches people engaged with all programming airing on a given network; aligns with “run of station” TV ads that could serve in any show running on a broadcast network.
- Twitter genre targeting reaches people engaged with any type of television program (comedies versus dramas versus sports); aligns with experimental scatter TV ads that surface untapped audiences.
With that context, here are two examples of how our large consumer brand clients are using Twitter’s TV tools to achieve their goals.
Case Study: Major Television Network Targets Relevant Shows, Achieves Tune-In Goals
A major television network wanted to increase viewership for a new original drama series.
According to Nielsen, more people talking about a television series on Twitter correlates with more people tuning in to watch. The network therefore partnered with SocialCode’s Advanced Solutions to ignite Twitter buzz around the new series. A cornerstone of our strategy was using TV targeting to serve ads to people engaged with similar programs, with Promoted Tweets urging tune-in.
Cost per retweet (CPRT) is calculated by dividing the total amount of spend by the total number of retweets. Therefore, spend being equal, lower CPRTs indicate more overall chatter volume. Campaign data show TV targeting resulted in a CPRT 3.4x less expensive than interest or keyword targeting. This means TV targeting drove awareness at the lowest cost in the campaign.
Case Study: F500 Retail Brand Fortifies TV Ad Buy During Major Event Sponsorship
A Fortune 500 retail brand was sponsoring an internationally televised fashion and music event. It wanted to engage people interested in the event with digital ads urging them to purchase the same styles worn by the models and performers.
The brand partnered with SocialCode’s Advanced Solutions to build a comprehensive campaign. We launched before the event, deploying ads urging ticket purchases and tune in. We then served direct response ads during and after the event urging people purchase event fashions.
We compared how this multi-layered campaign performed compared to the brand’s always-on direct response benchmark. Pairing the television commercials and event sponsorship with Twitter advertisements drove people to purchase pages on the brand’s website at a cost 1.5x less than the brand’s offsite-clicks benchmark.