Twitter Pitches Brands with $100K Minimum Spend for TV Ad Targeting
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Twitter last month revealed a TV ad targeting product, the first fruit of its February acquisition of Bluefin Labs, and the company has set a $100,000 minimum for marketers interested in taking it for a spin.
According to two people who’ve seen Twitter’s sales deck, national TV advertisers who want to be part of the beta must allocate a minimum of $100,000 per Twitter handle to promoted tweets tied to a TV ad campaign. And at least $50,000 of that must be specifically for promoted tweets placed using the new TV ad targeting product.
Relying on Bluefin’s video fingerprinting technology that tracks when TV commercials air and what ads ran against them, the new Twitter ad targeting product that debuted last month is intended to complement a substantial national TV buy. It lets marketers show promoted tweets to people who’ve been tweeting about a show in which their TV ad has also appeared to reinforce that messaging.
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