Ad technology firm TBG Digital has partnered with Twitter to launch Calendar Live, a new tool that lets advertisers buy promoted tweets and run them during specific television shows as they are broadcast.
Calendar Live uses a grid-like, DVR-style listing of shows available to advertisers to schedule promoted tweets against.
The new tool, available on TBG’s ‘One Media Manager’ platform, provides an interactive and potentially cheaper way to reach a specific television show’s audience, as more consumers use Twitter and other second screen apps while they watch their favourite shows.
The move follows on from the success of brands such as Oreo, which posted a timely tweet during the Superbowl blackout last month to reach millions of social media users as they checked for event updates on Twitter (see image below).
TBG Digital found that content engagement is 18 percent higher when a promoted tweet is scheduled around a live event — its tool enables advertisers to take advantage of that increased engagement.
How it works:
• Calendar Live presents buyers with a programming grid similar to a TV guide that lists the 35 or so channels’ shows by air dates and times.
• Advertisers can then select the shows they’d like run Promoted Tweets against, including the time zone. For example, a brand like Nestlé could pick out cooking shows, or Coca-Cola could determine to only buy Promoted Tweets during American Idol instead of interspersing them throughout the day.
• Advertisers can choose to run Promoted Tweets during TV shows that they’re advertising on or during programs they can’t afford to buy ads on.
• After making the programming choices, advertisers can create the tweet they’d like to advertise and append other targeting criteria like the demographic or interest criteria of users they’d like to reach.
• Advertisers can also specify any trends they’d like to capitalise on.
The platform is the result of one of Twitter’s first partnerships around its newly released advertising API — a move by Twitter as it begins to make promoting tweets a simpler task.
“We’ve seen a dramatic increase in the second-screen phenomenon,” commented Simon
Mansell, CEO of TBG. “People are watching television and reading tweets at the same time –
so the best results come from campaigns created with technology that can harvest, manage
and respond to information about those reactions efficiently.” The Twitter API edition of
TBG’s ONE Media Manager (OMM) tool achieves this. “We call it ‘The Real Time ROI
Platform’,” said Simon. “It’s a product that helps clients set up complex Twitter campaigns
very easily, measuring and managing performance in real time, then recommending a
redirect of resources where necessary to those elements already delivering the best ROI.”
TBG analysts managed to spend more than $40K using our Beta tool in one single day and
for one single client running promoted tweets during the Super Bowl.
Twitter boosts analytics tools
The news comes as Twitter made changes to its online advertising reporting to improve analytics.
The changes mean that firms will receive reports about all engagement with Promoted tweets- not just paid-for engagements, but earned media too. Information provided to advertisers will include the device, location, gender and interest of audiences.
“Regardless of how a campaign is set up, advertisers will have a clear understanding of how different targetable audience segments engage with Promoted Tweet and Promoted Account campaigns — by device, location, gender and interest,” Christopher Golda, product manager – revenue, explained.
It is hoped that the changes will make marketing strategies involving Twitter more rewarding for advertisers and audiences.