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Twitter adds TV conversion targeting

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Twitter is adding the ability for marketers to target users who have mentioned or interacted with show-related materials. This will allow for fine-grained targeting of users engaged in two-screen activities.

“Now advertisers can easily reach Twitter users exposed to integrations, sponsorships and other innovative TV tie-ins for an additional touch point or message expansion,” stated a Twitter blog post today. The targeting option, which leverages the company’s conversation mapping technology, might allow Snickers to direct a Promoted Tweet highlighting a product placement to fans of “Big Bang Theory.”

This comes while Twitter has partnered with Nielsen to create the Nielsen Twitter TV Rating. Expect a lot more announcements like this from the freshly IPO’ed company as it looks to cement its place as the public conversation medium of choice.

Source: Online Media Daily

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