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Neustar, a neutral provider of real-time information services, has joined forces with Twitter in Spain to give marketers the insights needed to validate the impact social media has on TV, and in-store sales.
Commenting on the partnership Alfonso Calatrava, research director, Twitter Spain said, “Twitter is becoming a powerful tool to market TV programming and ads. According to our research, approximately 6 in 10 users will access Twitter while watching a TV show in Spain. We decided it made sense to partner with Neustar MarketShare to show just how effective our platform could be to broadcasters and brands as a second screen for consumers.”
Extending their working relationship to Spain, Neustar MarketShare and Twitter are evaluating how Twitter advertising, especially promoted tweets and promoted trends, enhances an advertisers marketing mix. Specifically, the research focuses on the contribution Twitter makes as a second screen to traditional linear TV.
“In the new landscape where mobile platforms and social media play a very important role, having consumer behaviour data available directly from Twitter can make a real difference to a content company such as Sony Pictures,” said Pepe Ramírez, marketing director, Sony Pictures Releasing de España, S.A. “When combined with marketing analytics, we’re able to see exactly how the online conversation affects movie viewing and sales in real-time. We have been investing in a platform like Twitter for many years and we are certain that Twitter will become ever more important in our overall marketing strategy in the future,” he added.
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