Twitter Says It Can Boost Reach of TV Ad Campaigns - Multichannel

Twitter Says It Can Boost Reach of TV Ad Campaigns

Largest gains among younger consumers
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A new study by Twitter has found that adding the incorporating the social media platform into an ad campaign creates 6% incremental audience reach over television alone, the company said.

The report comes at a time when ad dollars appear to be flowing from digital to TV as marketers seek to run their commercials next to safe, premium content. Advertisers are also questioning the effectiveness of their investment in digital ads.

Twitter looked at four cross-platform campaigns measured by Nielsen. In one case, a large CPG brand ran a campaign during a major global sports event that included a Twitter First View Promoted Video ad. The brand got 22% incremental reach among its target audience using Twitter versus advertising on TV only, according to Twitter.

The study also found that the incremental audience Twitter brings to a campaign tends to skew younger, with the 18-to 24-year old demo consistently showing the largest gains.

Read more at broadcastingcable.com.