Twitter Ads: The Basics

TWITTER ADVERTISING BASICS

TWITTER ADVERTISING BASICS June, 2012


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.


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


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



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



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



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


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 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


PERISCOPE®

Thank You

Twitter Ads: The Basics

Business

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