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Twitter amplifies TV advertising

Twitter has introduced TV ad targeting for Promoted Tweets, initially available in a limited beta to selected partners in the US but intended to eventually become available on a wider basis.

The new TV ad targeting platform has been built from the acquisition of Bluefin Labs last February, and is designed to make it easier for advertisers to extend and enhance their TV ad campaigns.

It does this by enabling marketers to engage directly with people on Twitter who have been exposed to their adverts – with a new TV Ads dashboard providing updates on when a specific brand’s TV ads have aired.

The new dashboard can also identify users who have tweeted about a programme that an advert accompanies, as Twitter believes that “a user engaged enough with a TV show to tweet about it very likely saw the commercials as well”.

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