Twitter is planning to test targeting advertising to fans tweeting about movies. The move was reported first by the Hollywood Reporter.
The program, similar to Twitter’s existing TV conversation targeting, will give studios the ability to show ads to people discussing upcoming movies or characters in those films. It will also include targeting of people who show interest in movies in general.
Twitter says its data shows that conversations on Twitter are a major influence on movie choice.
“Not only are people hearing about new movies on Twitter, they are using it to make a decision about what to see, then sharing their experience with friends,” Jeffrey Graham, Twitter’s head of ad research told THR. “The research highlighted just how many different opportunities there are for marketers to connect with this behavior on Twitter.”
Twitter’s new program — to be beta launched in the next several months — is being aided by Fizziology and Networked Insights, both Twitter Certified Partners that offer analytical platforms for entertainment industry clients.
We emailed Twitter for comment and will update if the company responds.
Postscript: A Twitter spokesperson emailed and confirmed the details of the movie ad targeting test and we have updated the post.
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