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

Recommended

The primary suggestion of a 4x4 ute from French company Peugeot was first revealed in 2016. Fifteen months later, the production version is launched. Now, Peugeot is not shying away...
by - June 24, 2017
The new Jaguar E-Pace crossover will soon hold its official launch on July 13 and is expected to arrive at the showrooms by early next year. It couldn’t have come...
by - June 24, 2017
As prices of the original Shelby Cobra have skyrocketed into astronomical proportions, there are firms like Superformance that serve replicas to consumers who demand the same levels of performance at...
by - June 24, 2017
New and improved 2018 Subaru Legacy comes packed with a number of upgraded features from the get go - from the exterior to the interior. And the company has finally...
by - June 23, 2017
In an interview involving Lamborghini CEO Stefano Domenicali and Automotive News, the topic about the Urus was thoroughly discussed. This super SUV is scheduled to make its debut later this...
by - June 23, 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