1 Twitter Video Advertising Foundations takeflight.twitter.com Twitter Flight School Presents: Video Advertising on Twitter Thanks for joining us to learn about video advertising on Twitter. Whether you’re a traditional TV buyer, a Digital buyer, or a Social strategist, these two courses will guide you in building the knowledge and skills you need to meet your clients’ video advertising goals. The courses have been designed to help you level up your expertise with video advertising on Twitter so that you and your clients can succeed. Course 1: Twitter Video Advertising Foundations - Available NOW Learn about video on Twitter, including our video partners and ad formats. Understand how to structure plans to achieve specific advertiser objectives. We’ve shared sample campaign flights, targeting, pricing, and measurement templates to save you time.
Transcript
1Twitter Video Advertising Foundations takeflight.twitter.com
Twitter Flight School Presents:Video Advertising on TwitterThanks for joining us to learn about video advertising on Twitter.
Whether you’re a traditional TV buyer, a Digital buyer, or a Social strategist, these two courses will guide you in building the knowledge and skills you need to meet your clients’ video advertising goals. The courses have been designed to help you level up your expertise with video advertising on Twitter so that you and your clients can succeed.
Course 1: Twitter Video Advertising Foundations - Available NOWLearn about video on Twitter, including our video partners and ad formats. Understand how to structure plans to achieve specific advertiser objectives. We’ve shared sample campaign flights, targeting, pricing, and measurement templates to save you time.
2Twitter Video Advertising Foundations takeflight.twitter.com
Course 1: Twitter Video Advertising FoundationsWelcome to the course!
As a media professional, your work is incredibly challenging. In the fast-moving world of digital video advertising, there’s a lot to stay on top of – in addition to long hours and constant pressure.
Our goal is to help you become a more strategic and valued partner for your agency and clients by growing your expertise in video on Twitter.
By participating in this course, you’ll gain new skills to build a Twitter video plan you can present confidently to your clients. In our next course, you’ll learn how to execute your plans and see results – regardless of your experience in the Twitter Ads Manager.
Thanks for joining us. Let’s get started.
Learning Objectives: You should be able to:
• Articulate how people on Twitter, and their unique mindset,differentiateTwittervideo on a media plan.
• Describe how Twitter video delivers incremental reach for TV buys.
• DifferentiateTwitter’svideoinventory for advertisers concerned with brand safety.
• Match Twitter video ad formats to key media plan objectives.
3Twitter Video Advertising Foundations takeflight.twitter.com
Module 1:Video on Twitter and Twitter’saudienceBeyond impressions, reach, points, or even eyeballs, media buying is about reaching an audience receptive to your message.
It’s the individuals in an audience, their passions and priorities – how they see themselves and the world – that differentiate one media buy from another.
In this module, we’ll examine the explosive growth of people engaging with video on Twitter. We’ll look at the unique perspective they bring to the platform to better understand where and how Twitter fits in – and stands out – in the video landscape.
Learning Objectives: You should be able to:
• ArticulatehowTwitter’saudience and mindset differentiateTwittervideoonamedia plan.
• Describe how Twitter video deliversefficientreachforkeyTV audiences.
• Speak to how a spike in video views has led to a decrease in the cost of reaching your audience.
4Twitter Video Advertising Foundations takeflight.twitter.com
Video is growing, due to the accelerating consumption of video andincreasedadeffectiveness
Every day, people are discovering what’shappening by watching video on Twitter.
A couple of critical trends are increasing Twitter video’s relevance for any media plan:
• Consumer behavior is shifting to watching video on mobile • Video ads are increasingly effective for reaching and connecting with consumers
When it comes to brand objectives, you want to connect with consumers and influence their perceptions about your brand.
97%of people 18-24 will watch digital video at least once per month this year.
– eMarketer, Aug., 2017
87%of marketers surveyed had a positive ROI with digital video.
– Sequent Partners, Oct., 2016
5Twitter Video Advertising Foundations takeflight.twitter.com
Morepeoplearediscoveringwhat’shappening through video on TwitterOn Twitter, people findoutwhat’shappening through premium, TV-like video.
These videos are delivered in partnership with some of the world’s leading publishers across global sports, news, and entertainment.
People on Twitter discover and share video programming, which includes:
Highlights from last night’s sporting events & top clips from popular television shows.
Live video Top TV shows and marquee events across news, sports and entertainment.
Original programming for an online, mobile audience.
6Twitter Video Advertising Foundations takeflight.twitter.com
Twitter provides a variety of ad formats for advertisers to reach consumers A variety of ad formats are available for advertisers to reach the growing number of people watching video on Twitter. Use these formats to develop a video strategy customized to your goals:
First View: Drive mass awareness with a timeline takeover. It’s ideal for launching a new product or ad campaign.
In-Stream Video Ads & Sponsorships: Connect with what’s happening by running pre-roll video ads before video content your audience is interested in.
Promoted Video: This highly targeted, interactive ad format lets you promote your brand’s story in creative ways.
7Twitter Video Advertising Foundations takeflight.twitter.com
More video inventory means increasedreachandefficiencycompared with TV
Recent trends in video consumption, inventory, and pricing have helped make Twitter an efficient place to advertise.
Video consumption on Twitter has increased substantially, along with an increase in premium video inventory.
Pricing for auction-based video ads has also declined year-over-year.
All together, this presents a valuable opportunity for advertisers to use Twitter to reach their target audiences more efficiently than they would with TV. With Twitter video you can achieve incremental, efficient reach on top of your TV campaigns.
Cost per engagement (CPE) was down
42%year-over-year.
2.9Xmore efficient at reaching target audience than TV in terms of cost per engagement
8Twitter Video Advertising Foundations takeflight.twitter.com
People on Twitter are receptive to brands’messagesTo understand Twitter’s value, it’s important to understand why people come to Twitter.
People come to Twitter to explore and find content outside their immediate social circle, to find out what’s happening in the world, and are eager to discover something new.
On Twitter, people want to discover great and relevant content no matter who the content creator is, whether it’s a friend, celebrity, publisher, or brand.
And a majority of people agree that branded content on Twitter is trustworthy – significantly higher than on Facebook and Instagram (Firefish & The Numbers Lab, 2016).
This means people on Twitter are receptive to brands’ messages.
In a lab experiment we discovered that the same video ad on Twitter is 2X more memorable compared to other platforms (based on memory encoding).
– How Social Video Works, IPG Media Lab, US, 2016
89%of people say Twitter influences their purchasing decisions, tying Twitter with Instagram and beating out YouTube and Facebook.
– Firefish & The Numbers Lab, 2016
60%of people agree that branded content on Twitter is trustworthy (significantly higher than on Facebook and Instagram).
– Firefish & The Numbers Lab, 2016
9Twitter Video Advertising Foundations takeflight.twitter.com
Twitter’saudienceisattractivetobrands looking to reach people who areyoung,influential,andreceptive
Young: Media buyers and planners come to Twitter to find incremental audiences – especially young audiences who are hard to reach on TV (18-24).
Influential: Media works harder and is more effective when matched to an audience that is talking about brands and products.
Receptive: Mindset is different on Twitter than on Facebook or Instagram. People come to Twitter to discover something new, including brand messages.
In the next lesson, we’ll look more closely at Twitter’s video inventory, paying attention to video quality, brand safety, and advertiser controls.
+6% average incremental reach to TV jumps to +25% for ages 18-24.
– Nielsen TAR, 2017; Four large Telco and CPG brands coinciding with major TV advertising events
People on Twitter are +38% more likely to post opinions about brands and products than those on other social media.
