Targeting Twitter’s audience by the TV that they watch

The future, I sees it –

Back in September last year, I put together a few ideas about what evolutions we might see in the social media industry during 2013. Snappily entitled ‘2013 Social Media Predictions‘, one of the areas focused on was how Social TV and advertising would need to work closer together if they planned to meaningfully speak to their audiences across multiple different platforms.

Quote:

“…Soon smart media-planners will force Twitter to allow time-sensitive promoted tweets, with time-focused twitter ads designed to populate at specific times – down to the very minute. Whereas the traditional consumer used to put the kettle on, today’s viewers are now turning to Twitter (and away from the ads), the industry won’t put up with this for long.”

Makes sense, right? Of course it does. So it came as no surprise at all to read that, thanks to the advent of Twitter’s new Ad API, the smart folk at TBG Digital have done just that.

Introducing Calendar Live, a new platform that  allows buyers to purchase Promoted Tweets in sync with television programmes. It’s that simple. While it’s true that marketers could kind of do this already, this new system makes it supremely easier and brings in additional features such as trend monitoring and more granular time-targeting.

Calendar Live

Bonus simplicity: it looks just like your TV guide — 

While this isn’t the kind of ad-based scheduling I was initially talking about, it is a step towards a more connected approach to social media ad-planning. Good work Twitter, and well done TBG. We’ve been looking at a number of solutions to manage our approach to social media and TV of late, and Calendar Live looks like it might actually have something useful to both brands and agencies alike.

Three final points:

  1. With similar fantastic work taking place right now in the form of Three’s #DancePonyDance, this kind of integration really is the at the forefront of where social media, and thus social TV, is headed during 2013.
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  2. SXSW is on right now which, to me at least, means big news like this gets swept away under the mess of it all. Rule one: don’t launch during SXSW.
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  3. I love it when I’m right.
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