Twitter’s push to bridge the divide between first and second-screen media is continuing to gain interest from marketers as more and more brands look to capitalize, in real-time, on mobile audiences that are tuned in to broadcast media simultaneously. NASCAR race sponsor Sprint, for instance, tapped Never.no’s social TV platform Sync to run a promotional Twitter campaign throughout TNT’s coverage of the Coke Zero 400.
“The ability to understand how users interact with a brand and allow a brand to create content and a conversation with a specific audience in real-time is one of the most interesting aspects of advertising Twitter can offer,” said Zvika Goldstein, director of product at Twitter Ads API partner company Kenshoo Social, in a recent interview.
He added, “I think [Twitter TV] is one of the biggest opportunities they’re putting out there for brands… at the end of the funnel, [to be able to] show how consumers went and purchased something after interacting with the brand real-time. I think that’s a holy grail.”
Twitter also introduced an additional set of analytics for its TV ads dashboard today for advertisers to loop sentiments about TV creative into the Promoted Tweets optimization process.