Twitter announced the launch of a new targeting tool to run alongside TV commercials, resulting in 58% higher purchase intent among consumers.
The new service has been in beta, where test results reveal that the impact of using Twitter in combination with TV advertising is significantly greater than that of using TV advertising alone, lifting brand metrics and engagement.
Although only currently available in the US, the move means that hotel marketing departments will now be able to engage directly with people on Twitter who have been exposed to their ads on TV.
Holiday Inn Express were part of the beta test and reported strong results.
“The Twitter TV ad targeting beta helped the Holiday Inn Express brand target consumers who watched TV shows featuring our new #StaySmart television commercials,” said Heather Balsley, SVP Americas Holiday Inn Brand Family, IHG.
“By using captivating messaging alongside Direct Response messages, video assets and interesting #StaySmart facts, we’ve been able to garner exceptionally high user engagement for our Promoted Tweets. Because engagement rates have been significantly higher, it’s enabled us to continue to drive new followers and create engaging conversation with consumers via @HIExpress.”
Users identified as being exposed on TV and then who engaged with a Promoted Tweet demonstrate 95% stronger message association and 58% higher purchase intent compared to users identified as being exposed on TV alone.
Source: Hotel Industry Magazine
