Report: TV Ads More Effective When Combined with Twitter

LOS ANGELES: The marketing analytics firm MarketShare has found that TV ads were more effective when combined with Twitter paid advertising.

The study by MarketShare focused specifically on new mobile service subscribers in the U.K. It found that for mobile carriers, TV advertising generated new customers at an average of $131 each when there wasn't Twitter paid advertising. For those carriers that combined TV ads with Twitter advertising, customer acquisition cost for TV advertising dropped to around $83. This marks a 35 percent improvement.

“Now more than ever, major brand marketers need to understand the complex interplay between different marketing channels, and online-offline in particular,” said Jon Vein, co-founder and CEO of MarketShare. “This analysis for Twitter is shedding new light on today’s complex consumer journey and how companies can profit from these insights in an increasingly multi-screen world.”

“We have always believed that Twitter is a powerful complement to television, and this study supports that,” added Adam Bain, the president of global revenue for Twitter. “MarketShare’s ground-breaking work, using big data techniques and leading edge analytics, helps us quantify how Twitter can be a force multiplier, making television advertising even more effective than ever.”