On Friday, the social network said it will offer targeted promoted tweets to users in order to provide a well rounded ad experience.
According to Twitter:
“Synchronized Twitter and TV ad campaigns make brand messages more engaging, interactive and measurable.”
Thanks to its acquisition of Bluefin Labs, the micro-blogging service now has the ability to closely monitor shared content in order to gain a reference point for television programming. The program works even if a user doesn’t explicitly reference the name of the TV show they just watched.
The program works by using what TV ads a user just saw and then targeting promoted tweets around the same product.
For example, if you see a commercial for Dr. Scholl’s inserts, you may find yourself staring down a promoted tweet for the same product.
Twitter is testing the TV ad to promoted tweet platform with only a handful of companies in the United States.
If the test markets for the product are successful, we will likely begin to see across medium ad targeting on a more regular basis into the future.