Jaguar extended reach of F-Type ads via new Twitter TV ad targeting tool

Article by Anita Panait, on August 21, 2013

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.

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Volkswagen Group’s dieselgate saga continues, but it appears the German company would be able to get out of trouble, but it would not be unscathed. This development comes as Volkswagen...
by - January 22, 2017
When a car has been in the market for nearly six years, it loses some of its luster and its customers tend to go for the all-new model with a...
by - January 22, 2017
Remember Zenos Cars, a British carmaker that specializes in designing and building lightweight and high-performance sports cars? If you are wondering how the company is faring with their E10 lightweight...
by - January 21, 2017
Mercedes-Benz has revealed that in 2017, its series 124 coupé will be celebrating its 30th anniversary. While this itself is a significant event, it will also mean that this model...
by - January 21, 2017
BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries