Hasta La Creative!

For going on a year, Twitter’s pitch to big brands and their agencies has centered on the power of promoted tweets as a complement to a TV buy. But a new ad product seems to be cutting TV out of the “Twitter + TV” lovefest.

Twitter introduced “TV conversation targeting” in the U.S. and the U.K. today, which lets marketers show ads to people who are tweeting about a given show before, during and after it runs, according to a blog post. It will be available in Twitter’s self-serve ad tool, not just to bigger brands with a direct-sales relationship.

Up until now, Twitter’s pitch has been about extending marketers’ TV buys. “Already buying TV? Make those ads work harder with Twitter,” the pitch goes. But with the new tool, Twitter advertisers can buy viewers of a show whether they’re also buying ads on TV or not.

Continue reading at AdAge.com