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TWITTER ADVERTISING BASICS
TWITTER ADVERTISING BASICS June, 2012
TWITTER ADVERTISING BASICS
Twitter FactsTwitter 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 account
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
Sources: BIA/Kelsey U.S. Local Media Forecast, May 2012.
TWITTER ADVERTISING BASICS
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 AD OPPORTUNITIES
Photo Source: battellemedia.com
TWITTER ADVERTISING BASICS
Promoted 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 model
TWITTER AD OPPORTUNITIES
TWITTER ADVERTISING BASICS
Promoted 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 tweet
TWITTER AD OPPORTUNITIES
TWITTER ADVERTISING BASICS
Promoted 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 only
TWITTER AD OPPORTUNITIES
TWITTER ADVERTISING BASICS
Promoted Account Analytics• Data available:
• Impressions
• Profile views
• Follows
• Follow rate
ANALYTICS
Promoted Tweet Analytics
• Data available:
• Impressions
• Clicks
• RTs
• Replies
• Engagement rate
Photo Source:
conservativecommune.com
TWITTER ADVERTISING BASICS
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 spends
TWITTER ADVERTISING BASICS
• 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
THE FUTURE
In the News
Pinned Tweet
Customizable Banner
TWITTER ADVERTISING BASICS
PERISCOPE®
Thank You