Twitter is offering advertisers a number of ways to connect with customers around the Super Bowl. Bowl advertisers can buy promoted tweets and trends around the game to ensure that people watching and talking about the game are also seeing their message on the second screen.
And thanks to some new tools Twitter introduced last year, marketers can now target specific demographics — like women over the age of 35 who love football. The social-networking site isn't just cashing in on advertisers who are spending on Super Bowl Ads, but also helping other advertisers connect around hot topics of the day.
So, it's no surprise that the Super Bowl will be a cash cow for Twitter. The private company won't reveal any details about ad prices or how much it'll bring in from this year's Super Bowl, but Lunenfeld noted "it's really a good boom for our business. There's absolutely high demand." And that demand, Lunenfeld added, is much stronger than last year.
In addition, marketers are now using Twitter to make ads an interactive experience. It's what advertisers call "paid-plus-earned" media, which means advertisers are paying to reach consumers, but they're also benefitting from the attention and goodwill they've earned with their content.
(Read more: For Super Bowl Ads, It's Go Viral or Go Home)
For example, Toyota is running Promoted Tweets and a Promoted Trend for its RAV4 car, turning the Super Bowl ad into an interactive experience. Consumers can win a chance to appear in the commercial by submitting photos via Facebook and Twitter with the hashtag #wishgranted.
And some advertisers are simply looking to get customers involved — and feeling invested — ahead of the big game. Budweiser, which just this week launched its first Twitter account, is soliciting Twitter and Facebook followers to help name a baby Clydesdale, which appears in a Super Bowl spot. Audi is asking its social media followers to tweet their bravest moments with the hashtag #Braverywins.