Case Study: Twitter achieves higher ad recall and brand awareness with 4C Insights TV Sync

Synchronized Ads on TV and Twitter Deliver Results Across the Funnel

Twitter studied the impact of syncing social ads with TV after eMarketer found that 85% of people use other devices while watching TV. The company wanted to understand whether multi-screen orchestration could cut through the noise and improve consumer response.

Using 4C Insights’ TV sync feature, Twitter measured exposure by combining a TV grid questionnaire with Twitter site data. The study found that ads using 4C TV Sync outperformed TV-only or Twitter-only ads, with 96% higher ad recall, 34% higher unaided brand awareness, 39% higher likelihood to recommend the product, 33% higher purchase consideration, and more than 20% higher impact on brand image.

Twitter