Date post: | 09-May-2015 |
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TWITTERADVERTISINGBASICS
Twitter Facts
Twitter is an information network that allows people and
organizations to share information in the form of 140-character
updates.
> Founded in 2006 as an SMS, Twitter has grown into a robust
Web interface and has also expanded its presence with
mobile apps
> 200,000,000+ active users
> 400,000,000 tweets per day
TWITTER ADVERTISING BASICS : INTRODUCTION
Social Media Ad Spending
> Global ad spending on social media is forecasted to grow
from $3.8 billion in 2011 to $9.8 billion by 2016
> Social media ad revenue in the U.S. is predicted to grow
from $840 million in 2011 to $3.1 billion by 2016
Ad Products
Twitter’s ad products provide the opportunity
to reach existing and potential followers for a
variety of campaign goals ranging from
follower acquisition to brand awareness. Ad
products include:
> Promoted Account
> Promoted Tweets
> Promoted Trend
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES
Promoted Account> Appears on Twitter.com within the
“Who to follow” sidebar and on mobile apps within the “Discover” section
> Target users based on:
> Interests (e.g., burgers, snowmobiles, etc.). Twitter has more than 350 interest categories and sub-categories
> Follower look-alikes (based on Twitter handles that users follow)
> Geographic location (by country level; DMA and state level targeting available for U.S.; regional targeting available for the U.K. and Japan)
> Cost-per-follow (CPF) cost model
> Available via self-serve platform for application
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES
Promoted Tweet> Visible in user timelines and search results
> Target users based on:
> Followers and/or follower look-alikes (based on who users follow)
> Geographic location (by country level; DMA and state level targeting available for U.S.; regional targeting available for the U.K. and Japan)
> Keywords (within user search results only)
> Device (desktop, iOS, Android, Blackberry)
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES
Promoted Tweet cont.> Cost-per-engagement (CPE) cost model
> Engagements = clicks, retweets, @replies and favoriting a tweet
> Brands can post a “dark tweet” that is not published to all of its followers, but is available for promotion
> Available via self-serve platform for application
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES
Promoted Trend
> Appears on Twitter.com at the beginning of the top 10 trend list and on mobile apps within the “Discover” section
> $150K daily spend required
> 24-hour period of ownership
> Target users based on country only
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES
Analytics
Data available:
>Impressions
>Profile views
>Follows
>Follow rate
TWITTER ADVERTISING BASICS : ANALYTICS
Data available:
> Impressions
> Clicks
> Retweets
> Replies
> Engagement
rate
> Device
> Geography
> Gender
> Interests
PROMOTED ACCOUNT ANALYTICS
PROMOTED TWEET ANALYTICS
Strengths
> Turnkey creative allows for easy testing
> Easily optimized
TWITTER ADVERTISING BASICS : STRENGTHS & WEAKNESSES
Weaknesses
> Nonstandard creative
> Nonstandard analytics
> Ads cannot be third-party served
> On-page analytics not as robust as on-site analytics
> Frequently changing opportunities
> Requires daily management
> Geographic targeting limitations
> Twitter’s self-service platform is currently in beta,
so advertisers must secure media with a sales
representative and adhere to monthly minimum
spends
Strengths vs. Weaknesses
In the News> According to Greencrest Capital, Twitter may
be “On Flight Path to 2014 IPO” based on site
enhancements, advertising advancements
and new partnerships
> Twitter is said to be increasing Promoted
Trend pricing on premium days (e.g., the
Super Bowl) due to high-volume site usage
during those times
TWITTER ADVERTISING BASICS : THE FUTURE
Promoted trends during the Super Bowl
In the News cont.
TWITTER ADVERTISING BASICS : THE FUTURE
> Twitter has a new ad product offering called Twitter
Amplify, which allows brands to advertise to users who
are tweeting about specific TV shows while the show is
airing
> In addition to Twitter Amplify, Twitter also offers “video
fingerprinting,” which allows broadcast advertisers to
view Twitter activity that occurred as a result of their TV
spot via a data dashboard. This new feature is currently
being tested by a few select brands
During the 2013 Finals, the NBA used Twitter Amplify to push Rapid Replays to users’ mobile phones.
In the News cont.> Advertisers can now use email
addresses and cookie IDs to
target users on Twitter for
remarketing (desktop only).
Twitter is currently working
with third-party tracking
companies Adara, Chango and
Media6Degrees
> Twitter allows brands to create
expanded tweets that include
Lead Generation Cards which
allow businesses to gather
leads
> The cards pre-populate users’
information to allow for ease of
use
> These cards are available to all
advertisers and do not require
ad spend
TWITTER ADVERTISING BASICS : THE FUTURE
Sources
TWITTER ADVERTISING BASICS : SOURCES
BIA/Kelsey U.S. Local Media Forecast, May 2012
Christopher Heine. (1/22/2013). Twitter Hikes Promoted Trend for Super Bowl Looks to
maximize revenues during biggest media days. In www.adweek.com. Retrieved 1/25/2013 from
http://www.adweek.com/news/advertising-branding/twitter-hikes-promoted-trend-super-bowl-
146684
Christopher Heine. (5/23/2013). Twitter’s TV Ad Targeting Uses ‘Video Fingerprinting’ New
system could boost Promoted Tweets’ effectiveness. In www.adweek.com. Retrieved 8/5/2013
from http://www.adweek.com/news/technology/twitters-tv-ad-targeting-uses-video-
fingerprinting-149740
Christopher Heine. (7/3/2013). Twitter Debuts Ad Targeting Based on Email Addresses and
Cookies Smacks of marketing potential, could draw privacy ire. In www.adweek.com. Retrieved
8/5/2013 from http://www.adweek.com/news/technology/twitter-debuts-ad-targeting-based-
email-addresses-and-cookies-151001
Daniel Terdiman. (1/23/2013). All signs point to Twitter IPO in 2014, research firm says. In
www.cnet.com. Retrieved 1/25/2013 from http://news.cnet.com/8301-1023_3-57565461-93/all-
signs-point-to-twitter-ipo-in-2014-research-firm-says/
Sources cont.
TWITTER ADVERTISING BASICS : SOURCES
Sarah Kessler. (3/26/2012). Twitter Launches Self-Serve Advertising for Small Business. In
www.mashable.com. Retrieved 1/25/2013 from http://mashable.com/2012/03/26/twitter-
small-businesses/
Twitter Advertising. (5/22/2013). Capture user interest with the Lead Generation Card. Retrieved
8/5/2013 from https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
Twitter Advertising. (5/23/2013). Twitter Amplify partnerships: Great content, great brands,
great engagement. Retrieved 8/5/2013 from https://blog.twitter.com/2013/twitter-amplify-
partnerships-great-content-great-brands-great-engagement
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