Dive summary:
- According to sources that have seen the new Twitter sales deck, brands looking to utilize the TV ad targeting must allocate $100,000 per Twitter handle; at least $50,000 of that must go towards promoted tweets.
- The ad program uses Bluefin's video fingerprinting technology, acquired by Twitter in February, which tracks when TV ads aired and what ads ran against them.
- Twitter's TV ad targeting allows brands to target users who are tweeting about a show in which their TV ad also ran.
From the article:
"Twitter declined to comment on the pricing or adoption of the product. But clearly a six-figure price tag won’t ruffle the feathers of the national TV advertisers being courted by Twitter to experiment. It’s a relatively low barrier to entry for big brands, according to George Manas, director of client strategy and development for Resolution Media (a unit of Omnicom Media Group), but it can still buy enough scale to make the test interesting."
