Dive Brief: 

• Twitter's new "TV conversation targeting"  product allows advertisers to engage in conversations about TV shows, letting them target those viewers without running a commercial. 
• The new self-serve ads are shown to users who mention a particular TV show both before and after it airs. 
• The option is now available in the U.S. and the U.K., and Twitter plans to expand it to Brazil, Canada, France and Spain in coming weeks.

Dive Insight: 

The new offering is a natural progression of Twitter as a second screen. TV conversation targeting, particularly because it is self-serve, opens the TV advertising doors to brands who maybe couldn't afford a televised spot. It also brings a more organic feel to conversations about a show, hopefully resulting in more engagement from tweeters.