Twitter Ads: The Basics

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Twitter Ads: The Basics

  1. 1. TWITTER ADVERTISING BASICS June, 2012TWITTER ADVERTISING BASICS
  2. 2. INTRODUCTIONTwitter 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 •140MM active users as of June 2012 •340MM tweets per day •Periscope also has a Twitter 101 presentation, available on our SlideShare accountSocial 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 Sources: BIA/Kelsey U.S. Local Media Forecast, May 2012.TWITTER ADVERTISING BASICS
  3. 3. TWITTER AD OPPORTUNITIESAd 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 Photo Source: battellemedia.comTWITTER ADVERTISING BASICS
  4. 4. TWITTER AD OPPORTUNITIESPromoted Account • Appear on Twitter.com within the “Who to follow” sidebar, and on mobile apps within the “Discover” section • $25K monthly minimum spend • Target users based on: • Interests (e.g., burgers, snowmobiles, etc.) • Geographic location (by country level; DMA targeting available for U.S. only) • Cost-per-follow (CPF) cost modelTWITTER ADVERTISING BASICS
  5. 5. TWITTER AD OPPORTUNITIESPromoted Tweet • Visible in user timelines and search results • $25K monthly minimum spend • Target users based on: • Followers and/or follower look-alikes (based on who users follow) • Geographic location (by country level; DMA targeting available for U.S. only) • Keywords (within user search results only) • Device (desktop, iOS, Android, Blackberry) • Cost-per-engagement (CPE) cost model • Engagements = clicks, RTs, @replies and favoriting a tweetTWITTER ADVERTISING BASICS
  6. 6. TWITTER AD OPPORTUNITIESPromoted Trend • Appear on Twitter.com at the beginning of the top 10 trend list and on mobile apps within the “Discover” section • $120K daily spend required • 24-hour period of ownership • Target users based on country onlyTWITTER ADVERTISING BASICS
  7. 7. ANALYTICS Promoted Account Analytics • Data available: • Impressions • Profile views • Follows • Follow rate Promoted Tweet Analytics • Data available: • Impressions • Clicks • RTs • Replies • Engagement rate Photo Source: conservativecommune.comTWITTER ADVERTISING BASICS
  8. 8. STRENGTHS AND WEAKNESSES OF TWITTER ADVERTISING Strengths • Turnkey creative • Allows for easy testing • Easily optimized Weaknesses • Non-standard creative • Non-standard 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 spendsTWITTER ADVERTISING BASICS
  9. 9. THE FUTURE In the News • Twitter has rolled out a self- serve ad interface that is currently in beta with small businesses, expected to be available to everyone by the end of 2012 • Enhanced brand pages are currently available to brands that secure $25K in advertising spend Customizable Banner Pinned TweetTWITTER ADVERTISING BASICS
  10. 10. PERISCOP Thank You ®ETWITTER ADVERTISING BASICS

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