Twitter ad basics august 2013

TWITTERADVERTISINGBASICS

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

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

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


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)


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


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


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

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

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

In the News cont.


> 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.

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


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/

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

THANK YOU

Technology

Twitter ad basics august 2013