Twitter TV Ad Targeting: Qualifications for Advertisers

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This morning at its #Twitter4brands conference, Twitter unveiled two new services: TV Ad Targeting & Twitter Amplify. We’re most excited about the new TV Ad Targeting project, but have discovered that it may be a VERY long time before advertisers and brands will actually be able to use it, especially because of its budget restrictions and exclusivity.

Here’s what we learned about the new products:

Twitter Amplify:

We knew when they announced the Vine app that Twitter was trending toward making video a more prominent part of the Twitter user experience. But we had no clue what was on the horizon. This morning we learned that media brands and their ad partners can promote short television clips on Twitter. It’s been in Beta for a while, with 5-10 second replays from NBA basketball games. But brands will now be able to include their message at the end of the clip. For instance, a clip from “The Weather Channel followed by an ad for a restaurant chain,” (Mashable). How this smaller advertisers will be able to take advantage of this, we’re not exactly sure yet. But what we do know is that promoted videos are an amazing way to really engage an audience.

TV Ad Targeting:

I’ve always been a fan of the technology behind Social TV analytic company Bluefin Labs. Since being acquired by Twitter, though, we had yet to see any major changes in the platform. Until now. This morning Twitter announced a new product that will allow you to promote tweets to users who have just watched your ad on tv, thereby securing post-commercial viewing engagement.

Twitter is now enabling brands to consider the entire Social TV experience and giving them a chance to break through. Want users to watch your commercial and then visit your amazing website or start playing your social game? With TV ad targeting on Twitter, this is now a reality. The Social TV movement has finally come full circle.

But you’ll have to hold your horses, because the project is currently in Beta and only being offered to current Twitter ad partners. I was also sad to find that the reality is that this is a product only brands with large marketing budgets can afford.

Here are the qualifications needed before Twitter will allow you to use Twitter TV Targeting (as confirmed by an account executive at Twitter):

  • Run national TV advertisements in the US that span multiple days (ideally across multiple shows and/or networks)
  • Run TV ad targeted campaigns for a minimum of one week, in line with TV schedule
  • Promote tweets that reinforce the same message as TV ads
  • Allocate a minimum of $100K incremental (per handle) to “Promoted Tweet” campaigns coordinated with TV ads.
    • $50K of this must be allocated to TV ad targeting, with remaining funds to be allocated at the client’s discretion.
  • Have spent at least $25K with Twitter in 2013

With these new opportunities, will you rethink your Twitter advertising budget?

Allie db&r social media specialist

I’m Six Stories Up at db&r

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Allie db&r social media specialistIt has been such a long time since I’ve posted on socialallie.com. Shame on me! Here’s the deal – Most of my blogging efforts are now through db&r. As their Social Media Specialist, I curate and write for our blog (sixstoriesup.com). I’m still writing!

So, while I think about my next post exclusively for socialallie.com, I thought I’d share some of the most recent blogs I’ve posted for db&r.

It’s All Relative – Social Media Engagement To Stand The Test Of Time | Nov. 6, 2012
Today, I turn 26 years old. Maybe you think I’m pretty young… or just maybe you’re thinking that’s the perfect age (and I’m hoping this is the case!). As I prepared for a simultaneous election and birth-day, I began reflecting on what it means to be 26 in a “social” world: how has my social media use changed over time; how do I use use social media differently from my parents, my older sister, and my co-workers; and most importantly for us at db&r, what does all this mean for social media marketers? Continue Reading…

Must-Read Posts: Presidential Debate, Social TV, Social Style, Pinterest & More | Oct. 18, 2012
It’s been a busy week (well, couple of months really) here at db&r. Even still, we always make time to stay in touch with the latest online conversations. Here are some of our favorite blog posts, articles, or videos from the week so far: Continue Reading…

Five for Friday: 5 Mac Memories in Remembrance of Steve Jobs | Oct. 5, 2012
It’s exactly one year after one of the greatest innovators of our time passed away – Steve Jobs. When we realized it had already been a year since he passed, we had nothing but memories of our first interactions with Apple. So, for this week’s Five for Friday we pulled together our first Macintosh memories. Continue Reading…

Myspace Redesigns & Repositions: New Myspace Features [Slideshow] | Sept. 27, 2012
A few days ago Justin Timberlake tweeted a link to what I call “the little video that could,” which recaps the new Myspace design as well as some of its functionality. This video has the whole social media world tweeting up a storm. And why? Not just because of its “sexy” design. It’s how the brand seems to be repositioning itself as more of a partner to Facebook and Twitter than a replacement. This move could potentially allow the network to penetrate the mass market…quickly. Continue Reading…

Google Reader & Marketing Your Brand: Why & How to Use RSS Feeds & Google Reader | Sept. 10, 2012
Google Reader has been around since a beta was launched in Google Labs in 2005 – I first started using the service about three years ago. But I’ve discovered that not everyone understands or is even aware of what Google Reader is, let alone how to use it for marketing purposes. So here’s your guide to using Google Reader as a marketing tool. Continue Reading…

Demystifying Facebook Advertising: 9 steps to optimize your Facebook ad campaigns for success | Aug. 14, 2012
Ever since GM pulled its ad dollars from Facebook back in May, there’s been a ton of conversation around the worth and effectiveness of Facebook ads. When Facebook became an IPO, the controversy continued. Now the question is not only whether Facebook advertising justifies a major ad spend, but are also whether Facebook will even be around in a few years. Continue Reading…

Super Bowl Challenge: Social TV changes the advertising landscape

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Social TV is changing the world. Okay – that might be a little too strong of a statement. But the reality is that social tv could very well be the television’s antidote to streaming services, Netflix, and even the high and mighty DVR.  Why? Because it’s changing the way we consume programing. It’s definitely changed my television watching habits.

If you’re a little confused, I’ll break it down for you. People tweet, post updates on FB, and blog starting the minute their favorite program airs. Tweeps use special hashtags to ensure that they’re a part of the conversation. And now, at least for me, it’s almost a crime to not follow a hashtag along with a show, game, or political event.

Why? Because I want to know what others are saying, what they’re thinking, how they’re reacting. It’s a virtual “water cooler” that you don’t have to wait until the day after to converse around.

As we all stopped watching our shows in real time or began multitasking while watching TV, advertisers and networks started getting scared. There used to be a time when there were few TV channels that everybody watched quietly, with no distractions. How can we reach our target consumers? How do we keep our viewers engaged?

A popular historical reference comes to mind – FDR’s Fireside Chats. Though I wasn’t around in the thirties or forties, I do remember stories of families crowded around their radios to hear his coined, “Good evening, friends” speeches. In fact, Roosevelt’s Fireside Chats attracted more listeners than the most popular broadcasts of the time. There’s no way it couldn’t have been the next day’s topic of conversation.

In this era, we’re lucky that we can chat back and forth during our Presidents’ addresses. We can comment on his tie, his political statements, and whether or not our vice president is on the verge of falling asleep. And in doing so, we’re all coming together in front of our TV sets and paying attention. We’re listening to the words spoken and watching action scenes with our eyes widened.

We know that social media has changed the way we consume media. But, who would have ever thought that this technology would bring us back together akin to Roosevelt’s radio addresses? Well, it’s happening. And advertisers, brands, and networks are finally realizing that by leveraging social media, a 30-second spot can extend way beyond the television frame.

I can’t wait to see what advertisers have in the works for this Sunday’s Super Bowl. In fact, it’s been reported by lostremote.com that every major Super Bowl media investment has a social tv component. Smart for the brands and fun for the consumer. This Super Bowl Sunday is going to be HUGE, and not just for my fellow New England fans. I’m predicting that the social chatter during the game breaks all precedents and saves the almighty commercial from becoming obsolete.

My challenge for you is to get involved. Follow along with the hashtags within commercials in Hootsuite or Tweetdeck streams and join in the conversation. Use NFL Huddle to keep track of all of the updates from players, hosts, and the media before, during, and after the game. If you’re a social media nerd like me, you’ll be happy you did.