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Twitter Targeting vs. Mblast Targeting
A marketing experiment
DEFINING TERMS & TWITTER AVERAGES
• Click Through – Number of People Clicking on an Ad (Twitter: 10% to 15%)
• Conversion – Number of people Accepting the Offer (Twitter: 1% to 2%)
• Target – an individual targeted for advertising in a specific campaign (as many as possible)
• Lead – an individual, having been qualified, ready for sales contact (Small% of Targets)
Proprietary and Confidential
FROM TARGET TO CUSTOMER
Mblast Audience
Twitter Tailored Audience
Landing Page
Sign up
•
Mblast identifies targets
• •
The list of handles is uploaded to Ads are shown ONLY to targets
• Sign-ups tracked using Twitter-generated ‘Conversion Pixel’
Proprietary and Confidential
– – –
Language Location Gender
– –
Device Cell Service
Provider
HYPOTHESIS: DECLARED INTENT IS BETTER
• Twitter targets users with behavioral data – Accounts Followed – Posts Favorited – Hashtags Used
• Twitter filters with some demographic data
• Mblast targets users with declared data
– Wants, needs, experiences tweeted – Replies to other’s tweets
– “What people say”
• Mblast filters with some demographic data – Language – Gender – Location – Influence
Proprietary and Confidential
5 Proprietary and Confidential
WHICH TOOL WILL GET MORE CONVERSIONS?
Offer: Free Webinar with Forrester Analyst Outreach: Twitter Native Advertising Platform Budget: $5K per campaign Audience 1:
5K Individuals Determined by Twitter Behavioral Targeting
Audience 2:
5K Individuals Determined by Mblast Intent Targeting
Bidding: Automatically managed by Twitter algorithms
6 Proprietary and Confidential
AD IMAGES AND COPY EXAMPLES
Not Big Data, not 3rd party data - Intent Data comes from
individuals and helps your business grow
From interest, to declaration, to commitment - Intent Data is the
way to grow Revenue
Mblast is proud to present Forrester's Principal Analyst
Lori Wizdo in the most important webinar of 2015.
7 Proprietary and Confidential
ACTUAL COST METRICS
Campaign Budget Total Spend CPE* CPC Cost per Sign Up
$5,000
$4,557.73
$0.56
$1.15
$651.10
Mblast
$5,000
$2,051.15
$1.58
$4.58
$93.23
*Engagements include link clicks, comments, favorites, retweets
8 Proprietary and Confidential
ACTUAL REACH / ENGAGEMENT METRICS
Campaign Impressions Engagements* Click-Throughs Registrations
655,000
7,877
690
7
Mblast
146,503
1,306
412
22
*Engagements include link clicks, comments, favorites, retweets
11 Proprietary and Confidential
ENGAGEMENT BREAKDOWN
100%
99%
98%
97%
96%
95%
94%
Followers
Replies
ReTweets
Clicks
93%
92%
Twitter 7,877 Mblast 1,306
COMPARING THE FUNNELS
$2,051.15 $4,557.73 Spend
Impressions
Engagements
Click Through
Sign Ups
5.3% 1.0% Conversions
BETTER TARGETING, BETTER RESULTS
Mblast $2,051
Twitter 690
Mblast 412
Mblast
Twitter .001%
$4,557 Click-Throughs
.015%
Campaign Spend (of $5k Budget Each)
Conversions (% of Impressions)
MBLAST IMPROVES PERFORMANCE
Campaign Metrics
Targeting Tool Impressions Engagements* Page Views Conversions
Twitter Behavioral 655,000 7,877 690 7
Mblast Declared 146,503 1,306 412 22
Cost Metrics
Targeting Tool Total Spend CPE* Cost per View Cost/Sign-up
Twitter Behavioral $4,557.73 $0.56 $1.15 $651.10
Mblast Declared $2,051.15 $1.58 $4.58 $93.23
Mblast Converted 3x MORE
Targets to Leads
Mblast Converted Leads At 14%
Cost
SUMMARY
• Twitter produced more post engagement, more impressions
• Mblast produced more desired actions: retweets, conversions
• Twitter cost 2.2x MORE overall
• Twitter cost 6.9x MORE per signup
• Mblast converted 3.1x MORE
