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Drive Tune-In And Fortify TV Investments With Twitter Advertising

Download the full resource: Using Twitter To Achieve Marketing Goals From Branding Through Purchase

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:

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

Opportunity

A major television network wanted to increase viewership for a new original drama series.

Strategy

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.

Results

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

Opportunity

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.

Strategy

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.

Results

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.

To learn more, download: Using Twitter To Achieve Marketing Goals From Branding Through Purchase

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AUTHORS

  • Ben Weiss, Marketing Content Strategist