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Carri Bugbee on 15 Apr 14How advertisers can plan for TV and Twitter There are three levels of integration between TV and Twitter activity depending on a brand's market and aims: Integration: where a TV campaign is planned and executed with specific Twitter content and activity built in and around it from the outset Anticipation: being more thoughtful of how Twitter and TV will work together in a brand strategy. Brands need to plan ahead for TV moments and prepare content to take advantage of it. They need to include hashtags on their TV ads but have a clear purpose to them - e.g. driving people to a Promoted Trend to find out more information about a product and move consumers along the purchase journey Association: at the simplest level, if a brand is not advertising on TV, it can still be associated with it as its customers will be watching TV and there is an opportunity to contribute