Jaguar used Twitter TV ad targeting to connect with people who might have seen its TV ads during a promotion for the 2014 F-Type this summer. Jaguar intensified the message of its "Your Turn" F-Type marketing campaign by sending promoted tweets to people who live-tweeted about TV shows where it commercials were shown.
Jaguar and other companies pay to have promoted tweets appear on the timelines of a target audience, even if those people don't follow them. The rationale behind this new Twitter tool is that ad messages resonate much better and purchase intent surges when a commercial spot is matched with promoted tweets.
Data from the tool’s beta phase -- which involved companies like Adidas, Holiday Inn and Samsung -- showed that people who saw the commercial spots along with promoted tweets demonstrated 95 percent stronger message association and 58 percent higher purchase intent than those who only saw the ads. Twitter announced the general availability of the new tool to companies running national TV commercials in late July 2013.
According to Doug Mooney, a Twitter senior manager, when an ad is aired during a TV show, Twitter does not only determines where and when it was ran, but also identifies those who tweeted about the program while watching. Twitter believes that a user engaged enough with a TV show to tweet about it is high likely to have seen the ads and is an ideal target for promoted tweets.
Mooney told Automotive News in an interview that without TV ad targeting, a marketer’s message ends or is cut short when the commercial ends, something that Twitter plans to change through its TV ad targeting. Twitter’s TV ad targeting allows carmaker and marketers to send their message on the social media site even after the commercial has ended. Mooney said.