Take, for example, the popular HBO series, Game of Thrones. During any given episode, the Millennial audience watching is engaged with fellow fans on Twitter. TV targeting allows brands to push their sponsored content into those feeds, thus making them a clear part of the conversation.
There are, of course, options that exist outside of the advertising mechanism that allow you to manually be part of the organic conversation. After all, that is what second-screen engagement during scheduled events is all about. But in this case, you get to push sponsored, intent-based content directly into the feeds of viewers, and you can do it at scale.
When a campaign is executed at scale, it means that it can be expanded to reach a significantly larger audience with a decreasing marginal cost. Essentially, as you build out the campaign, each new level of expansion requires less relative investment than the last. New media advertising easily allows this to take place as compared to scaled up campaigns with traditional media.Running a campaign that leverages TV targeting on Twitter is fairly simple once you have access to the Twitter advertising backend:
- Access your Twitter ads dashboard.
Just as with Facebook, you don’t need to run a campaign in order to access your ads account.
The Twitter ads dashboard is shown here.
- Choose the type of campaign you’d like to run.
On Twitter, several types of campaigns serve a variety of purposes.
- Determine the specifics of your campaign’s TV targeting.
You can choose from three major types of TV targeting: by shows, networks, and genres.
For the highest levels of engagement, you’ll most likely want to target an audience based on the shows its members are watching.
Targeting by genre or, in some very specific cases, by network may be a strong course of action. But the value in targeting an audience based on the specific program means that you’ll be able to develop much more tailored content. It’s likely that when you send this type of targeted content, it will reach an audience that is more receptive to it.
- Incorporate additional targeting specifications for improved results.
To drive that engagement level even higher, a few additional targeting elements, such as gender and a more narrowed location, can be very beneficial.
Millennials want a very personalized experience, so the narrower you can define your audience and the more tailored you can make your content, the higher the likelihood that your campaign will be a success.