Originally posted on Variety:
Twitter has enhanced its ability to let advertisers reach users tweeting about TV, announcing a new tool that serves “promoted tweets” to anyone talking about a specific program.
This summer, the social company rolled out a TV ad-targeting product for U.S. advertisers. That let TV advertisers buy sponsored messages targeted at Twitter users who are assumed to have also seen their spots on TV (based on a proprietary algorithm).
With Twitter’s new “TV conversation targeting” feature, networks and brands can promote tweets to users who engage with specific shows — whether or not an advertiser is running a spot in the program. “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,” Twitter revenue product manager Oliver Young said in a blog post announcing the tool.