Weekly Digital News Roundup: November 22-26

Twitter Adds TV Conversation Targeting

  • twitter-bird-1-380x285According to MediaPost, continuing its drive to own the social TV space, Twitter on Wednesday announced a new feature that allows networks and brands to promote tweets to people who chatter about certain shows, whether or not a brand is running a TV spot during a given program.
  • The launch of TV conversation targeting follows the rollout earlier this year of TV ad targeting, which allows brands to send messages to selected Twitter users who [have] already been exposed to the same TV ads. The new targeting method gives advertisers in the U.S. and the U.K. a way to reach those who engage with particular shows on Twitter, even without airing a commercial.
  • “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 [this week]. Conversation targeting is only the latest move by the microblogging service to position itself as the dominant social TV platform for marketers, media companies and viewers. Continue reading

Weekly Digital News Roundup: November 15-19

Twitter Adds Custom Timelines, Enhances Mobile Ad Targeting

  • twitter-bird-calloutAccording to Search Engine Watch, on the heels of its IPO, Twitter has released new features that give more flexibility to publishers and more control to advertisers. First, custom timelines allow publishers to create and share timelines related to the topic of their choosing. And for advertisers, Twitter just got savvier in mobile by adding device type and WiFi connectivity to its targeting.
  • The custom timelines API beta allows publishers to create timelines based on the logic they choose. So the rules for what tweets show in the custom timeline are up to the creator. Custom timelines can be created and managed from TweetDeck, and embedded and shared on the web.
  •  Prior to this week’s announcement on enhanced mobile features, advertisers had the ability to target mobile users by operating system; but now, mobile targeting is more granular with the ability to segment audiences on Android and iOS by operating system version, device type and WiFi connectivity.  Continue reading
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