Study shows: TV targeting ensures greater advertising impact on Twitter
One eye on the TV, the other on the second screen: Many consumers no longer watch TV exclusively but are also active on Twitter at the same time. A recent TVxTwitter study from France shows just how beneficial this combination can be.
TV viewers meet on Twitter to discuss current TV events in real time. And let's be honest: many a TV format such as the jungle camp (#ibes) or Germany's Next Top Model (#gntm) only becomes a social event through communication with other Twitter users. This high level of TV fan engagement offers advertisers excellent options for using Twitter for their TV strategies: Twitter's TV targeting makes it possible to present tweets specifically to those users who interact with certain TV shows before, during and after a broadcast. This gives brands a unique opportunity to be at the center of consumers' attention. A recent TVxTwitter study from France proves the extremely positive effects on advertising impact.
TV targeting achieves significant increases in all impact parameters
According to the study, 72% of users can remember the advertised brands better when the advertising is played on TV and Twitter. If Twitter's TV targeting is used, advertising recall is almost doubled (96%). The campaigns analyzed also recorded significant increases in brand awareness and brand trust: Thanks to TV targeting, unaided awareness increases by 34 percent (advertising on TV and/or on Twitter without TV targeting: +27 percent). Brand trust increases by 25 percent with TV targeting (without TV targeting: +21 percent).
The following figures show how convincing the TVxTwitter experience is in the end: Almost four out of ten Twitter users (39 percent) would be much more willing to recommend the advertised brand to others after being targeted via TV targeting (without TV targeting: +29 percent). And their willingness to buy also increases by a good third as a result of TV targeting (+33%, without TV targeting: +27%).
Further information and results from the current TVxTwitter study can be found at here.
Information on the study: Survey period August / September 2017; 600 Twitter users were surveyed per campaign; representative in terms of gender, age and standard of living.
