TWITTER
ADVERTISING
BASICS
Twitter Facts
Twitter is an information network that allows people and organizations to
share information in the form of 1...
Ad Products
Twitter‟s ad products provide the opportunity to
reach existing and potential followers for a variety of
campa...
Promoted Account
> Appears on Twitter.com within the “Who to
follow” sidebar and on mobile apps within the
“Discover” sect...
Promoted Tweet
> Visible in user timelines and search results
> Target users based on:
> Followers and/or follower look-al...
Promoted Tweet cont.
> Cost-per-engagement (CPE) cost model
> Engagements = clicks, retweets,
@replies and favoriting a tw...
Promoted Trend
> Appears on Twitter.com at the beginning of the top 10 trend list
and on mobile apps within the “Discover”...
Analytics
Data available:
> Impressions
> Profile views
> Follows
> Follow rate
TWITTER ADVERTISING BASICS : ANALYTICS
Dat...
Strengths
> Turnkey creative allows for easy testing
> Easily optimized
TWITTER ADVERTISING BASICS : STRENGTHS & WEAKNESSE...
In the News
> According to Greencrest Capital, Twitter may be “On
Flight Path to 2014 IPO” based on site
enhancements, adv...
In the News cont.
TWITTER ADVERTISING BASICS : THE FUTURE
> Twitter has a new ad product offering called Twitter Amplify, ...
In the News cont.
> Advertisers can now use email
addresses and cookie IDs to target
users on Twitter for remarketing
(des...
Sources
TWITTER ADVERTISING BASICS : SOURCES
BIA/Kelsey U.S. Local Media Forecast, May 2012
Christopher Heine. (1/22/2013)...
Sources cont.
TWITTER ADVERTISING BASICS : SOURCES
Sarah Kessler. (3/26/2012). Twitter Launches Self-Serve Advertising for...
THANK YOU
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Twitter ad basics august 2013

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This Slideshare preso covers off on an overview of Twitter’s ad products (Promoted Accounts, Promoted Tweets, Promoted Trends) as well as the strengths and weaknesses of both.

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Twitter ad basics august 2013

  1. 1. TWITTER ADVERTISING BASICS
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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.
  12. 12. 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
  13. 13. 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/
  14. 14. 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
  15. 15. THANK YOU 15

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