Twitter Advertising, Part 3: Advanced Twitter Targeting with TV Ads Tutorial

3.2 Introduction

Hi, I'm Jennifer Evans Cario. Thank you so much for joining me for part three in this series on twitter advertising. Today, we will be talking about advanced twitter targeting using TV ads.

3.3 Two-Screen Popularity & Behaviors

If you're anything like me, chances are high that whether you're watching a movie or watching live TV, or maybe doing a Netflix marathon, at some point during your watching you're going to pick up either a tablet or your phone and you're going to look up some information that's related to what you're watching. This is the concept of second screen users. Now, 42% of second screen users have access synchronized program content during live TV. So, maybe they're going off to look up a contest that was mentioned. Or, maybe they're looking up to see who an actor, or an actress is, because I know I've seen them in something before. Or, maybe they saw a TV commercial, or they saw a product mention, and they're looking for more information on it. Now interestingly, 41% of synchronized content users are parents to kids under 18. That's the highest of all the demographics. So these are groups that are looking a lot of times to see what their teens are watching or looking up additional information based on what their younger kids might be asking about. 75% of synchronized content users say synchronized content on a second screen makes TV more enjoyable. 33% of millennials use Twitter primarily for their second screen content. So again we see a lot of millennials, even more so than any other age group, that are using Twitter at the same time that they're watching TV. Because they've got running commentary going along with it. Now, second screen usage is common and it's becoming more and more common. When we look at the breakdown for a study that was done at the end of 2013, we see that interestingly, while we see a lot of second screen usage among both smartphone owners, and tablet owners, there's a couple key areas where there's some big differences in terms of who's doing what. Now, it should come as no surprise that you're going to have more tablet owners surfing the web than smartphone owners because clearly, most smart phone owners are going to use it for things more like you know texting a friend or making phone calls. But when we look at data like shopped online, and we see that tablet owners are almost twice as likely to be shopping online versus smartphone owner, this comes back to that idea of the granular level device targeting that we know we can do on Twitter. And that there can be a big difference in the paired content that you send out as part of your TV targeting to those on a tablet versus those on a smartphone because of the difference in likelihood of following through. Same thing with looking up program related information, far more likely to happen with tablet owners. Whereas things like sports stores tends to be pretty close to even. And of course, texting friends, no big surprise is going to lean more into the smartphone owners category. But when we get down into some of the other areas. Follow Program-Related Social Media Activity, again, still pretty similar. But then pop down to Bought a Product Advertise on TV, and we see that, once again, tablet owners crush smartphone owners in this category. Which again makes it that much more necessary to have really great targeted campaigns that are specifically going after the call to action to buy when you're targeting those tablet owners.

3.4 Nielsen Twitter TV Ratings

>> Now, Nielsen has partnered with Twitter within the last year or so to start putting out what they call the Nielsen Twitter TV ratings. And what they’re doing now is they're looking at a combination of things. They’re looking at the number of tweets that are coming out around any particular TV show. They’re looking at the number of people that are doing that tweeting. And then, they're also looking at the reach of that conversation. So, the number of people who are seeing those tweets coming out. And what we see happening is far more conversations about shows like Breaking Bad as opposed to NCIS. We find that the demographics that are showing up for the twitterized TV shows, you tend to be those millennial groups that are turning to Twitter in order to talk about shows like Breaking Bad or Game of Thrones. As opposed to the NCIS crowd that tends to be maybe a little older, or maybe a little bit less likely to be on Twitter. And we do not see as much of an overlap. In fact, when we look at the top shows as represented by Twitter versus the top shows on regular TV listings we see a pretty big difference. The ones on the left are actually the top Twitter ratings. And the ones on the right are the top standardized television ratings. There's almost no overlap between the two, between the most tweeted and the most watch programs. About the only exception are the Voice for the particular week that this was taken. Now, again, it's important to remember that Twitter represents only a portion of the broader population. And it tends to represent a very specific targeted portion of the population. So, it's very important as you're getting ready to do any TV based advertising to make sure you're looking at the true demographics of who's watching particular shows. And then to go to Twitter and spend some time doing some of the research there to see are people actually talking about it was well. Because it's not going to be in your best interest to try and push your co-branded content for a commercial that you're running on NCIS as it would be for what you might be running on Breaking Bad or Grey's Anatomy. So, again, there's going to be some difference with very, very little overlap here. And it's very important to keep that in mind.

3.5 Twitter Amplify Potential

Whether you're a huge company or a small company, there's still strong potential here. Because again, when we look at those key demographics that have really strong presence on Twitter, especially when we look at that millennial crowd, we find that there's a lot of space because there's a lot of overlap in the target audience. So if we think of a huge company like Taco Bell, and we compare them to a smaller company like La Bamba, which is a very popular fast casual Mexican restaurant in the Midwest that tends to set up shop in college towns. They're both going after college students, they're both going after that late night post-bar crowd, those you only live once types. These tend to be users who are highly connected to the web. They watch shows like How I Met Your Mother and Breaking Bad and The Big Bang Theory and Game of Thrones. Again, there's a lot of overlap, even though these are two very different sized companies. So taking advantage of the TV-based opportunities that Twitter offers, each of these companies can come at their message from sort of a different perspective to still get their tweets in front of the right sets of people. Now for our enterprise and agency listers, it's very important to understand that Twitter Amplify basically gives big brands the opportunity to combine Twitter conversation with the TV ads that they're already running in association with certain shows. So Nielsen's Brand Effect for Twitter data has lots of great information out there in terms of what this addition of Twitter advertising to existing television advertising can mean. The incremental acquisition cost from TV advertising decreases by about 36%, if those same ads are paired up with the Twitter advertising presence. The incremental sales that's going out has an 8-16% increase when you go from standard TV to TV plus Twitter advertising. Advertisers that are running both TV commercials and promoted tweets have a 95% stronger message association, have a 58% higher purchase intent. And again, popping back to those ones above, we see 8-16% more sales and a 36% lower customer acquisition cost. And these are really big differences in overall brand spends, in overall advertising spends.

3.6 Twitter Amplify

So what Twitter Amplify does is it runs through the third party API ad partners and it allows you to have an embedded video run right there within your ad, the same way that you might embed a YouTube video. The difference is these ads are usually partnered with whatever live TV program someone happens to be watching in order to offer supplemental content or maybe a content recap. So for example, ESPN college football uses it to run football instant replays during the game. So just like you can watch the instant replay briefly on the screen right after it happens, they're going to tweet out that same thing and people are going to have instant access whenever they want during the course of the game to go back and look up those play highlights. Now, the great thing about this is you have the opportunity for an additional inserted ad option, that's either running pre-roll or post-roll. So now, ESPN can sell that ad space that's running before or after that instant replay, and they can integrate that as part of their overall TV advertising opportunities. So again, on the agency side, if you happen to be sponsoring a live show, like the Voice or like ESPN College Football, you have the opportunity to pull those little snippets of the show, have them ready to go and be released ahead of time and have your client's ad associated with it on the pre-roll or the post-roll. Now, the other great thing is that you can take these Amplify ads a step furthe, by integrating Twitter cards and creating conversion points. So when the NBA was using Amplify in order to put out instant replays on the NBA side of things, they were selling ad space to all sorts of different places, including the Will Smith movie, After Earth. And you can see down there at the bottom, we actually have a conversion point right there within the ad itself while the video is playing saying go and follow this movie on Twitter. So, again, with Twitter cards which we'll talk about further in the last video in this series, you have a lot of opportunity to get some of those really great literal conversion points paired in with the ad content that's paired in, with the TV show that you're already doing advertising on.

3.7 TV Conversation Targeting

Now on the small business side of things. And again, larger companies can do this as well, but for small business targeting you have the opportunity to come in with what's called, TV conversation targeting. So let's go back to our example of LaBamba Mexican restaurant. We have a smaller advertiser. They've got a clear TV audience match for specific shows. Like let's say ESPN's BCS Bowl preview since they're in college towns. Getting in front of some of those selected shows and choosing those targeted geographical locations. Saying, hey, we want to be in Columbus, and Indianapolis, and Chicago, and Louisville, Kentucky because that's where our stores are, allows them to get those targeted messages out or even untargeted messages if they want. But to get those targeted messages out to remind people, hey, while you're watching the game, stop by and pick up one of those burritos as big as your head. Or, here's the special that we're running in this particular city because their team's playing in one of the Bowl games. So the fact that you can go in and look up some of these specific shows and look for the people who are talking about those specific shows and get your ad in front of them, opens the door to companies of all sizes to at least be able to take part in some of this conversational targeting.

3.8 Coming Up

Now coming up in the last video in this series, we're going to look at increasing app potential through the use of Twitter cards. We're going to talk about in-Tweet lead generation and conversion points, and we're going to talk a little bit about how you can leverage tailored audiences and custom audiences within the Twitter ad environment. Thank you so much for joining me for part three in this series on Twitter advertising.

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