Twitter wants to bag a big slice of brands' TV marketing budgets, but it's planning to do so by complementing rather than supplanting their existing broadcast strategies. The social network has launched tools such as TV Ad Targeting, which identifies Twitter users likely to have watched a specific TV commercial, and is also toying with the idea of short-form TV programming. "We think everyone else in digital has come to market to disrupt the TV business," says Twitter revenue chief Adam Bain. "Twitter has come to market with something that is helpful to the TV business."

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