Starcom MediaVest Group (SMG) recently struck an exclusive partnership with Twitter, creating a “social TV lab” to explore the impact TV and social, in tandem, have on advertising. Now the pair are about to unveil first findings.

SMG’s global video lead Lisa Giacosa tells Beet.TV metrics “look favorable” and are due to be published in February or before end of the quarter.

One project SMG and Twitter are engaged in is using Twitter to retarget Promoted Tweets at people who have seen TV ads for corresponding advertisers inside TV shows.

“If they were talking about that show live in real-time, we can retarget all those people that saw the show and were talking on Twitter with a message (later on) because we know they’ve seen that TV commercial,” Giacosa says.

Giacosa was interviewed by TouchCast co-founder Erick Schonfeld at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.