Twitter will allow companies to target ads on...
Twitter will allow companies to target ads on its social media platform to users who have seen national TV ad campaigns, it said Thursday (http://bit.ly/10PaFKO). The technology, made available through Twitter’s acquisition of Bluefin Labs, “enables marketers to engage directly…
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with people on Twitter who have been exposed to their ads on TV,” it said, which will make brand messages “more engaging, interactive and measurable.” Video fingerprinting technology detects when and where a brand’s commercials are running on TV, after which Twitter can identify users “who tweeted about the program where the ad aired during that program.” It said “a user engaged enough with a TV show to tweet about it very likely saw the commercials as well.” The ad targeting is in beta in the U.S. only and only available for customers running U.S. national TV ad campaigns, Twitter said. Twitter also announced Thursday it will partner with 16 new channels to deliver what it calls dual-screen sponsorships (http://bit.ly/Z3uMIG). Earlier partnerships with ESPN and Ford Fusion allowed fans to see instant replays on Twitter during college football bowl games and the NCAA tournament and NBA finals. BBC America, Fox Fuse and The Weather Channel have similar partnerships, and now Bloomberg TV, Clear Channel, Conde Nast, MLB.com, Discovery, Vevo, Time and New York magazines, among others, will also share content using the dual-screen sponsorship.