• by Mark Walsh  @markfwal, March 7, 2013

When Twitter announced launching its ads API last week, it opened the door to new ways of advertising and more tools to help marketers to tailor campaigns on the platform.

Among the first, is a service that capitalizes on Twitter’s popularity as a second-screen app, allowing advertisers to run Promoted Tweets during specific TV shows and live events. With the new Calendar Live tool built by TBG Digital—one of five initial Twitter Ads API partners—advertisers can align tweets with TV spots they’re running as well as  shows where they don’t have commercials.

They can also take advantage of unscheduled events, like the Super Bowl blackout, by specifying trending topics like #blackout to target in real time. Calendar Live offers a dashboard featuring a TV programming schedule from which advertisers select shows they want to run ads against. Users can also add demographic and other targeting criteria.

Separately, TBG today launched #SXSWVersus, an app that measures the social buzz of talks at the music, film and tech fest to help people make on-the-spot decisions about what panels or presentations to attend.