This document summarizes a Twitter advertising master class webinar. The webinar covered recent innovations in Twitter ads like conversational ad units and shareable tailored audiences. It discussed how Twitter fits in the marketing funnel and provided tips for using different Twitter ad formats and features for awareness, interest, desire, and action. Experts from Twitter and agencies discussed areas for future Twitter ad expansion and took live audience questions at the end.

1. 4C Social Ads
Master Class

2. Welcome!
Social Advertising Master Class: Why Attend?
• Learn more about Twitter advertising
• Where Twitter fits in the marketing plan
• A review of recent Twitter ad innovation
• Expert tips, tricks, and best practices
• Build your POV and talk track
JOSH DRELLER
VP, PRODUCT MARKETING

3. Webinar Details
• Please ask questions for Q&A
session at the end
• There will be 2 polls throughout
the webinar
• You will receive a link to the
webinar recording tomorrow
with a copy of this presentation

4. Today’s Agenda
• Twitter ads in the marketing plan
• Recent innovation and releases
• Full funnel approach with Twitter Ads
• What’s coming up
• Twitter tips and tricks
• Q&A

5. Manage ads across the five key platforms
with a single sign-on.
Power ads with ease through streamlined
workflow.
Invest in worthy audiences with targeting
built on predictive data science.
Social Ads

6. Today’s Expert Panelists
MIKE BAUMWOLL
ACCOUNT MANAGER
TWITTER
TALA AQEL
SUPERVISOR, AUDIENCE
SOLUTIONS GROUP
OPTIMEDIA
KARL STRAND
PRODUCT MANAGER
4C

7. LIVE POLL #1
What is your primary business objective with
Twitter advertising?

8. Twitter Ads in the Marketing Plan

9. How is Twitter
Advertising Unique?

10. Twitter: Live Conversations

11. Twitter + TV

13. Twitter for Big Events
and Launches

14. Recent Releases

20. Conversational Ad Unit

21. Key benefits for brands

22. Best practices for driving high participation
and endorsement

23. Pre-Roll

24. Shareable Tailored Audiences

25. Shareable Tailored Audiences
PRIMARY USE CASES
Share TA lists between accounts
Brand has ~100 accounts and re-uploads TA lists to every one --> eases activation
and TA management, see a happy customer quote below
Share TA lists with buying partner
API Partner + Brand: Brand wants to share a read only list but cannot give direct
access to the account or raw data due to security policies
Co-branding
LiveNation on behalf of Taylor Swift or EA co-branding games for different titles
such as Star Wars --> share those TAs and launch campaigns!

26. Full Funnel Approach
with Twitter Ads Products & Features

27. Awareness
Interest
Desire
Action
PROMOTED TRENDS
NATIVE VIDEO
TAILORED AUDIENCES
TWITTER POLLS
EVENT TARGETING
LEAD GEN CARDS
WEBSITE CARDS
APP DOWNLOAD CARDS
GIF CARD
PROMOTED
ACCOUNT/TWEE
T

28. Coming Soon from Twitter

29. Twitter Content

30. Areas of
focus for
2016
Ad formats
Targeting
Reporting/Analytics
Measurement
Optimization

31. Which area of innovation
would you most like to see
Twitter expand?
LIVE POLL #2

32. Advanced Twitter Tips & Tricks
LIGHTNING ROUND

33. TWITTER ADS
Tip #1
Use Twitter
resources.

34. TWITTER ADS
Tip #2
Use Tweets with
less than 100
characters.

35. TWITTER ADS
Tip #3
Lead with the
media, not with
the text.

36. TWITTER ADS
Tip #4
Speak like a
human.

37. TWITTER ADS
Tip #5
Use all the
formats,
features and
functionality for
full-funnel
marketing.

38. TWITTER ADS
Tip #6
Use analytics
for more
insights.

39. TWITTER ADS
Tip #7
Have a cohesive
social
advertising
strategy across
platforms.

40. Q&A

41. Thank You!