0
“It’s the simple things in life that
are the most extraordinary”
- Paulo Cohelo
Subtitle
Slide title
Body copy
What is programmatic?
Block out the noise.
Definition of Programmatic:
“simplify with automa...
Real TimeMobile Native
Average consumer
unlocks their phone
110 times a day
SOURCE | Locked
We know growth is consumer led
SOURCE | ComScore
desktop
477B
tablet
100B
smartphone
381B
2013
desktop
416B
2010
smartphone
81B
internet usage by minutes...
Real TimeMobile Native
Goal in Real Time Marketing:
seamlessly integrate data to enable
Actionable
Context
and Signals
Cross
Channel
Optimization...
Real TimeMobile Native
• January 7, 2014 | 9:05 PM EST
• Polar vortex hits east coast
• Delivery trucks start to freeze
• #DiaperDelay starts tre...
Native ads improve effectiveness of
branding and direct response KPIs
Source: Twitter StudySource: IPG and SharethroughSour...
Re-market to
users with high
intent on
desktop or
mobile
Twitter ID
Launched 1/14/14
Specific Twitter user
segments
CRM
Lau...
Why Tailored Audiences?
Conversion Rate comparisons- Q4, 2013
Source: Monetate eCommerce Quarterly 2014
New Consumers Retu...
Focus: Tailored Audience
Target your audiences Exclude your audiences from targeting
Interest category: Movies and TV
Page...
@TwitterAds | Confidential 14
Keep your brand top of mind
for in-market consumers
The 2014 BCDCoupe was voted the year’s
Be...
@TwitterAds | Confidential 15
Keep your brand top of mind
for in-market consumers
Treat yourself to a getaway this winter. ...
@TwitterAds | Confidential
Promote a limited time offer
to incentivize cart
abandoners
Get free shipping when you purchase a...
@TwitterAds | Confidential 17
Audience: Movie site visitors, viewed trailer
Drive sales among users
who’ve already expresse...
@TwitterAds | Confidential 18
Share a special offer
with your most valuable
customers
Club members get $50 off orders over
$...
@TwitterAds | Confidential 19
Promote upgrades or
complementary products to
existing customers
Audience: Existing customers...
@TwitterAds | Confidential 20
Focus on efficiently
acquiring new customers
Earn cash back while building your credit.
Sign up...
@TwitterAds | Confidential 21
Introducing a new touchscreen technology
like you've never seen. Get an exclusive
preview: bi...
TA Case Study: BetaBrand
3 Keys to Success:
1. Drive qualified traffic with Twitter Website
Cards and specific Calls to Action...
TA Case Study: BetaBrand
“With Tailored Audiences, we used information
from our own database to connect our messages
with ...
Salesforce.com benchmark With tailored audiences
Salesforce.com
Engagement rate
+32%
lift in ER
New Relic benchmark With t...
Thank You
@TheOC
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Webinar with Twitter: The Modern Brand Advertiser (Twitter Slides)

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In this presentation you will:
>Discover the benefits of programmatic videos and Twitter tailored audiences
>Learn intent and behavioral data to build your brand
>Learn how to leverage Twitter Ads to engage potential customers in the mome

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Transcript of "Webinar with Twitter: The Modern Brand Advertiser (Twitter Slides)"

  1. 1. “It’s the simple things in life that are the most extraordinary” - Paulo Cohelo
  2. 2. Subtitle Slide title Body copy What is programmatic? Block out the noise. Definition of Programmatic: “simplify with automation”
  3. 3. Real TimeMobile Native
  4. 4. Average consumer unlocks their phone 110 times a day SOURCE | Locked We know growth is consumer led
  5. 5. SOURCE | ComScore desktop 477B tablet 100B smartphone 381B 2013 desktop 416B 2010 smartphone 81B internet usage by minutes MOBILE HAS SURPASSED DESKTOP mobile growth+593% We know it’s changing the industry
  6. 6. Real TimeMobile Native
  7. 7. Goal in Real Time Marketing: seamlessly integrate data to enable Actionable Context and Signals Cross Channel Optimization User + Moment Specific Relevancy
  8. 8. Real TimeMobile Native
  9. 9. • January 7, 2014 | 9:05 PM EST • Polar vortex hits east coast • Delivery trucks start to freeze • #DiaperDelay starts trending • Advertiser’s new flagship store has trucks and diapers in NYC • Mom opens messaging app to inform traveling dad about last diaper status Buy Now Free next day delivery in NYC. Just two clicks to purchase. $16.99 Simpler Stores
  10. 10. Native ads improve effectiveness of branding and direct response KPIs Source: Twitter StudySource: IPG and SharethroughSource: IPG and Sharethrough +9% Conversion Rate +300% Brand Affinity +18% Purchase Intent
  11. 11. Re-market to users with high intent on desktop or mobile Twitter ID Launched 1/14/14 Specific Twitter user segments CRM Launched 1/14/14 Customers from your CRM Web Launched 12/5/13 Users who visited your website Execution via Tailored Audience
  12. 12. Why Tailored Audiences? Conversion Rate comparisons- Q4, 2013 Source: Monetate eCommerce Quarterly 2014 New Consumers Returning Consumers 2.11% 3.54%
  13. 13. Focus: Tailored Audience Target your audiences Exclude your audiences from targeting Interest category: Movies and TV Page visitors: Apple iPad Page visitors: Lenovo IdeaPad Page visitors: Samsung Galaxy Tab Current subscribers GHI Shopping @GHIShopping On the lookout for a new tablet computer? Buy one in the next 24 hours for a $50 gift card! ghishopping.com/ WKW32u Promoted by GHI Shopping EFG Cable @EFGCable January only: new subscribers get HBO and Showtime included for one year at no extra charge. efgcable.net/ WKW32u Promoted by EFG Cable
  14. 14. @TwitterAds | Confidential 14 Keep your brand top of mind for in-market consumers The 2014 BCDCoupe was voted the year’s Best New Sports Car. Take a test drive to find out why: bit.ly/bcdcoupe pic.twitter.com/jM9Q6DCQCU BCD Motors @BCDMotors Audience: Auto intenders, visited sports car pages WEB
  15. 15. @TwitterAds | Confidential 15 Keep your brand top of mind for in-market consumers Treat yourself to a getaway this winter. Get up to 30% off Las Vegas packages. Book now: bit.ly/vegas30 pic.twitter.com/ vcr2mN8MCn ABC Travel @ABC_Brands Audience: Expressed interest in Las Vegas travel in the last 3 months without booking WEB
  16. 16. @TwitterAds | Confidential Promote a limited time offer to incentivize cart abandoners Get free shipping when you purchase a new pair of shoes for a limited time. Buy now: bit.ly/freeship0 pic.twitter.com/UQN8FAxARK ABC Shoes @ABC_Brands Audience: Cart abandoners WEB
  17. 17. @TwitterAds | Confidential 17 Audience: Movie site visitors, viewed trailer Drive sales among users who’ve already expressed interest in your brand Have you seen #Birdseye2 yet? Don’t miss it on the big screen - in theatres everywhere now! bit.ly/1jK8Mt9 pic.twitter.com/ZOJor0BLhH ABC Pictures @ABC_Brands WEB
  18. 18. @TwitterAds | Confidential 18 Share a special offer with your most valuable customers Club members get $50 off orders over $200 all month! It’s our way of saying thanks. bit.ly/clubfifty pic.twitter.com/TvKLhcePMN ABC Shoes @ABC_Brands Audience: Frequent purchasers, high-value customers, loyalty club members, etc. EMAIL - CRM
  19. 19. @TwitterAds | Confidential 19 Promote upgrades or complementary products to existing customers Audience: Existing customers who purchased over one year ago You deserve the latest & greatest. Trade in your old ABC phone and get $ back for a new one. bit.ly/18GZfkR pic.twitter.com/ 8tswP69Hpj pic.twitter.com/UQN8FAxARK ABC Wireless @ABC_Brands EMAIL - CRM
  20. 20. @TwitterAds | Confidential 20 Focus on efficiently acquiring new customers Earn cash back while building your credit. Sign up now and we'll give you $20 to get started. bit.ly/18GZfkR  pic.twitter.com/ BlCUnhXxdw ABC Credit @ABC_Brands Audience: College students (interest targeting), excluding existing customers EMAIL - CRM
  21. 21. @TwitterAds | Confidential 21 Introducing a new touchscreen technology like you've never seen. Get an exclusive preview: bit.ly/18GZfkR  pic.twitter.com/ BlCUnhXxdw ABC Tech @ABC_Brands Shape opinions of influential users Audience: Tech influencers (via Twitter user ID) USER ID - CRM
  22. 22. TA Case Study: BetaBrand 3 Keys to Success: 1. Drive qualified traffic with Twitter Website Cards and specific Calls to Action 2. Increase conversions through timely, precise targeting using Twitter Tailored Audience and Promoted Tweets 3. Spark engaging conversation through Twitter Earned Media
  23. 23. TA Case Study: BetaBrand “With Tailored Audiences, we used information from our own database to connect our messages with the most receptive audiences on Twitter. We were able to make smarter decisions about the dollars we spent, driving conversion rates up, while decreasing our acquisition costs and return on effort. Similarly, Website Cards helped drive our direct response goals, getting people one step closer to purchasing by directing customers to our site in a more efficient, visual way” Julian Scharman, Head of Customer Acquisition @Betabrand CPC CR Basket SizeCPA -85% -63% +130% +20%
  24. 24. Salesforce.com benchmark With tailored audiences Salesforce.com Engagement rate +32% lift in ER New Relic benchmark With tailored audiences New Relic Conversion rate +195% lift in CR Krossover benchmark With tailored audiences Krossover Acquisition cost -74% decrease in CPA Hubspot benchmark With tailored audiences Hubspot Engagement rate +45% lift in ER From beta testing of web approach Conversion is defined as purchase or signup TA example Results
  25. 25. Thank You @TheOC
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