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Tag: Twitter Ads

  • Twitter Launches Ad Groups

    Twitter Launches Ad Groups

    Twitter announced ad groups as a new level to its campaign structure in its ads editor so advertisers can have more control over how to spend their budgets and target different audiences.

    A single campaign can have many ad groups, and an ad group can have many targeting criteria and creatives.

    “This level of granular control helps advertisers improve how they measure results, set promotion schedules, test different audiences, and identify which Tweets work best,” says product manager Andrea Hoffman.

    “Managing large-scale campaigns isn’t nearly as time-consuming as you may think,” says Hoffman. “Using ads editor and ad groups, you can build, test, optimize, and measure several campaigns at the same time, with just a few clicks.”

    All advertisers around the world now have access to ad groups. Twitter is offering a new Twitter Flight School course on the subject. The company says it takes less than an hour to complete, and you can do it from desktop or mobile.

    Image via Twitter

  • Twitter Announces New ‘First View’ Video Ads

    Twitter Announces New ‘First View’ Video Ads

    Twitter announced a new video ad offering called First View. This enables marketers to reach Twitter audiences as soon as they open the service.

    “Each day, millions of people come to Twitter to engage in conversations about their passions and every topic of interest that continually shapes culture,” says Twitter revenue product manager. “At the same time, marketers come to Twitter to reach this live, premium audience through Promoted Trends and Promoted Moments, creating significant brand moments for their product launches, event sponsorships, and film premieres. Now, with First View, marketers can scale their efforts even further.”

    “First View helps marketers achieve significant audience reach with exclusive ownership of Twitter’s most valuable advertising real estate for a 24-hour period,” adds Rao. “When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timelines will be a Promoted Video from that brand. Now, marketers can tell a powerful visual story across the Twitter audience.”

    First View is rolling out gradually to managed clients in the U.S. Twitter plans to expand it globally in the coming months.

    Images via Twitter

  • Some Twitter Users Don’t See Ads

    Some Twitter Users Don’t See Ads

    Some Twitter users see fewer ads than most of us. Some don’t even see any at all. This has been going on for months.

    That is according to Peter Kafka at Re/code, who spoke with sources at Twitter. He writes that the company has been showing no ads or less ads to some of its most valuable users, which are those with significant volume and reach.

    “I have about 70,000 followers, and I appear to be in the no-ad group,” Kafka says. “So does my boss, Kara Swisher, who has more than a million followers.”

    This could be a turn off for some advertisers, especially considering that Twitter has a new ad format that specifically looks to get the audience engaged and tweet out brand messages. One would think that such ads would be all the more powerful when a participating audience member had their own significant following.

    Kafka says Twitter wouldn’t entertain the discussion of a potential subscription-based, ad-free version of Twitter, with the company simply saying that it is “constantly looking at constraints and adjustments” when it comes to how it shows ads.

    The report doesn’t say whether Twitter has been showing more ads to non-VIP users. Glancing at my timeline, I do feel like there are more there than I used to see, but I can’t say anything definitely about any volume increase.

    Images via Twitter

  • Will These Make Twitter Marketing More Effective?

    Will These Make Twitter Marketing More Effective?

    Twitter recently introduced a new ad format that encourages users to tweet about brands and increase brand mentions and discussion throughout the Twitterverse for those who use it.

    The format is called Conversational Ads. According to Twitter, advertisers can use them to drive more earned media and brand influence.

    Do these ads sound appealing to your business? Let us know in the comments.

    The format looks similar to the poll feature the company recently launched to users, so people will be used to seeing these kinds of buttons even if the functionality is different. When the user clicks one of the buttons, it opens a pre-populated tweet accompanied by the brand’s creative and hashtag buttons. The user can personalize the tweet. Once they tweet it, the consumer gets a message from the brand thanking them. The user’s followers will see their tweet in their timelines.

    Twitter has been beta testing the ads and says the format has seen success over the last few months. It shares a couple of quotes from brands who have tested it…

    Samsung Electronics Canada CMO Mark Childs: “As one of the first global brands to use Twitter’s new conversational ad unit, we’re excited by the opportunity to initiate more meaningful conversation. To stay ahead of the curve, it’s important to continuously evolve our social media engagement strategies to help our fans get closer to the Samsung Canada brand.”

    Lifetime Director of Social Strategy Marissa Vinciguerra: “We are thrilled to join forces with Twitter as a partner to launch the conversational video tool for the upcoming premiere of our new series, ‘Pitch Slapped’ on January 5th. The Tweet features voting buttons encouraging fans to engage with our creative and is a perfect match for this campaign.”

    The ads are still in beta and only available for select advertisers, but those with an account team can ask about using them.

    In the U.S., ad performance can be tracked using Twitter Brand Hub.

    At the very least, Conversational Ads seem like an interesting new format that could lend to some interesting brand experiments. On the other hand, not being careful enough with a campaign could lead to having to put out social media fires.

    Andrew Hutchinson at Social Media Today makes a great point:

    In many respects, Conversational Ads seem like a relatively minor addition – done right, they could deliver good results, but as with most automation or artificial-lead engagement options, getting it right is very, very difficult, and it seems more likely that it’ll be used in flat, uncreative ways that won’t see significant engagement. Even worse, getting it wrong could lead to a massive hashtag fail, similar to the #YourTaxis or #McDStories campaigns in which the hashtags were flipped and used for wide-scale derision. That’s probably the biggest risk of this new offering, that the ad could be so blatant and so flat that users could turn against it and make the hashtag/s a thread for criticism – note that you can edit your tweet after clicking on the hashtag option of your choice from the Conversational Ad, so you can alter the message you send out to whatever you wish.

    In fact, he points out that the Samsung example Twitter itself shared even had people responding with criticisms of the company.

    You have to remember, if you give the Twitterverse an opportunity to take a shot at you, there is always the possibility it will take you up on your offer. Of course this is much more likely to be an issue for big businesses, and if Twitter rolls this out to all, smaller businesses might benefit more.

    Twitter is also reportedly working on a new ad format that would enable advertisers to utilize tweets from regular users and promote them.

    This is according to DigiDay, which cites people who got a look at the offering at the Consumer Electronics Show. From the report:

    The new product is based on what Twitter is calling a “brand enthusiast gallery,” which will house a repository of brand-related tweets for advertisers to pick through. Twitter will direct message the author of the tweet and ask permission on behalf of a brand to use the tweet before reposting it, said an ad agency executive, who spoke on condition of anonymity because discussions with Twitter were private.

    The ad unit is a standard tweet from an advertiser on top of a carousel of related tweets from users.

    It definitely looks as though Twitter is looking to better harness content from regular users to help advertisers. We’ll see how that works out in time.

    Meanwhile, users are bracing for the coming lift of the 140-character Tweet limit and seeing what kind of an experience that brings.

    Do you think these new ad formats will help businesses get better Twitter results? Share your thoughts in the comments.

  • Twitter Has Another User-Based Ad Format On the Way

    Twitter is reportedly working on a new ad format that would enable advertisers to utilize tweets from regular users and promote them.

    This is according to DigiDay, which cites people who got a look at the offering at the Consumer Electronics Show. From the report:

    The new product is based on what Twitter is calling a “brand enthusiast gallery,” which will house a repository of brand-related tweets for advertisers to pick through. Twitter will direct message the author of the tweet and ask permission on behalf of a brand to use the tweet before reposting it, said an ad agency executive, who spoke on condition of anonymity because discussions with Twitter were private.

    The ad unit is a standard tweet from an advertiser on top of a carousel of related tweets from users.

    Last week, Twitter formally introduced an ad format with a similar theme – encouraging users to tweet about brands.

    These are called Conversational Ads. The format looks similar to the poll feature Twitter already launched to users. Users can choose from multiple buttons and open a pre-populated, brand-related tweet. More on this here.

    Image via Wikimedia Commons

  • Twitter Has New Ads That Encourage Users To Tweet About Brands

    Twitter Has New Ads That Encourage Users To Tweet About Brands

    Twitter announced a new ad format called Conversational Ads that encourage users to tweet about the brands that use them. According to the company, advertisers will be able to use them to drive more earned media and brand influence.

    The ads look like this:

    The format looks similar to the poll feature the company recently launched to users, so people will be used to seeing these kinds of buttons even if the functionality is different.

    When the user clicks one of the buttons, it opens a pre-populated tweet accompanied by the brand’s creative and hashtag buttons. The user can personalize the tweet.

    Once they tweet it, the consumer gets a message from the brand thanking them:

    The user’s followers will see their tweet like this:

    Twitter has been beta testing the ads and says the format has seen success over the last few months. It shares a couple of quotes from brands who have tested it…

    Samsung Electronics Canada CMO Mark Childs: “As one of the first global brands to use Twitter’s new conversational ad unit, we’re excited by the opportunity to initiate more meaningful conversation. To stay ahead of the curve, it’s important to continuously evolve our social media engagement strategies to help our fans get closer to the Samsung Canada brand.”

    Lifetime Director of Social Strategy Marissa Vinciguerra: “We are thrilled to join forces with Twitter as a partner to launch the conversational video tool for the upcoming premiere of our new series, ‘Pitch Slapped’ on January 5th. The Tweet features voting buttons encouraging fans to engage with our creative and is a perfect match for this campaign.”

    The ads are still in beta and only available for select advertisers, but those with an account team can ask about using them.

    In the U.S., ad performance can be tracked using Twitter Brand Hub.

    Images via Twitter

  • Twitter Brand Hub Aims To Help Advertisers Understand Their Brand’s Conversation

    Twitter announced the launch of Twitter Brand Hub, a new suite of analytics tools aimed at helping advertisers better understand their brand’s “share of conversation, key audiences, and trends about their brand’s conversation.”

    Twitter describes the offering as a “360-degree, real-time view” enabling the advertiser to learn, take action, and see the impact of their Twitter initiatives.

    The offering has been in beta, but is now available to select large brand advertisers and medium-sized businesses in English-speaking countries. Those with access can find it when they log into analytics.twitter.com.

    Brand Hub lets businesses see insights in a new metric called TrueVoice as well as Audience and Conversation details. The company describes TrueVoice in a blog post:

    We’ve developed TrueVoice, a new metric only available within Brand Hub to help advertisers track their share of conversation in real time. Share of conversation empowers marketers to learn more about the conversation happening about their brand on Twitter – in fact, research has shown that Tweets that mention brands have been linked to a direct increase in sales.

    We determine your brand’s TrueVoice by first analyzing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns. As consumers see ads about your brand and your competitors on TV, display, and social channels, they send Tweets which are then counted in real time through TrueVoice.

    Audience shows insights about people actively talking about the brand on Twitter, while Conversation shows how people are discussing the brand, such as how many impressions a brand received over time, how many tweets mentioned the brand/product and the top phrases mentioned in conjunction with the brand.

    Twitter says those who don’t have access to Brand Hub can request it by reaching out to their account team.

    Images via Twitter

  • Twitter Promoted Moments Launching On Sunday

    Twitter Promoted Moments is a new native ad format from the company, which it is going to begin testing with certain partners this weekend.

    It didn’t take long for Twitter to turn its recently launched Moments feature into something it can monetize. Moments was only announced on October 6. It’s a feature that curates stories using combinations of tweets, images, videos, Vines, and GIFs.

    Moments are curated by both Twitter and select partners like Bleacher Report, Buzzfeed, Entertainment Weekly, Fox News, Getty Images, Mashable, MLB, NASA, New York Times, Vogue and the Washington Post (more in the future).

    Twitter users can access and follow specific stories from a new lightning bolt tab. New stories appear throughout the day and are continuously updated and organized by topics like entertainment, sports, etc.

    So why not use this format for ads?

    “We’re seeing how powerful this experience can be for diving into meaningful narratives — and since Twitter’s inception, brands have told some of the very best stories on the platform,” says Twitter brand strategy manager Bobby Grasberger. “Promoted Moments, like all of our ad products, will look and feel just like all other Moments — except they’ll be authored by a brand and be featured in the Moments guide for 24 hours, with a Promoted badge.”

    The first one will come from MGM, Warner Bros, and New Line Cinema for the movie Creed, which will appear on Twitter on Sunday.

    “Over the next couple of months, you’ll see more examples from all kinds of brands across many different business verticals,” says Grasberger. “We’re excited to see how fun, informative, and entertaining stories from brands come to life within Moments.”

  • Twitter’s Autoplay Video App Ads Open to All Advertisers

    Twitter has rolled out the video App Card to all advertisers running mobile app promotion campaigns.

    That means if you’re advertising a mobile app, you can now do so with video ads – which will autoplay in users’ timelines.

    According to Twitter, beta tests found that these video app ads helped boost the quality of user and jumpstarted app installs by up the three times.

    “Attract higher quality app installs: The Video App Card shows people a preview of your app, resulting in a more educated — and more qualified – user. In beta, we saw that this highly engaging format helped some advertisers nearly triple their conversion rate from app click to install (Source: Twitter internal data),” says Twitter.

    Twitter also says that 82% of Twitter users watch videos on the site, and 90% of them come from mobile.

    Twitter first announced the Video App Card back in July, alongside some other features for advertisers including optimized action bidding and cost per install bidding.

  • Twitter Launches Ads Editor For Bulk Campaign Creation And Management

    Twitter Launches Ads Editor For Bulk Campaign Creation And Management

    Twitter announced the launch of a new Ads Editor, which enables advertisers to create and edit “numerous” campaigns at once.

    It lets you utilize Excel to manage campaigns. You can edit end dates, budgets, and targeting criteria, and can download a spreadsheet of the campaigns you want to modify. Just make changes right in Excel and upload the updated version to apply changes right away.

    Advertisers can also start new campaigns by entering info into a spreadsheet, and uploading it to Ads Editor.

    “Over the last few months, we’ve heard from our beta partners about how ads editor has helped streamline the ads creation and optimization process,” says Twitter revenue product manager Deepak Rao.

    Twitter says it’s rolling Ads Editor out to “a percentage” of advertisers right away, but that all advertisers will get it in the coming weeks. They’ll get a notification when they have access.

    You’ll be able to find the feature in “Ads Editor” when you go to ads.twitter.com.

    Twitter recently announced new ad management functionality in its mobile apps called the Twitter Ads Companion. More on that here.

    Image via Twitter

  • Twitter Gives Mobile App Advertisers 3 New Features

    Twitter Gives Mobile App Advertisers 3 New Features

    Twitter is giving mobile app advertisers a new video app card, optimized action bidding, and cost per install bidding. The company announced that it would roll the features out to advertisers globally over the coming months.

    The video app card enables them to showcase their apps within video ads in what Twitter describes as an “immersive experience” aimed at driving higher quality app installs.

    video-app-card

    Optimized action bidding allows advertisers to optimize their bids according to install, while still paying by app click. The company paints this as another way of lowering the cost per install and getting higher return on investment.

    Finally, cost per install bidding lets advertisers bid, optimize, and pay by install. Twitter says this gives them cost-efficiency and “maximum control” over cost per install.

    Twitter says mobile app marketers will also soon be able to leverage its unique targeting to reach mobile users across partner apps on over a billion devices.

    The announcements come as the company celebrates a year of mobile app promotion. As part of the celebration, it released the following infographic looking at its efforts in this area.

    “Everyday, people use Twitter to discover new ideas, trends and products — including apps,” says product marketing manager Sherene Arjani. “A year ago, we launched mobile app promotion to help marketers drive cost-effective app installs and engagements. Along the way, we’ve enhanced the product suite with new targeting, creative and measurement features – enabling our advertisers to more effectively connect with the right audience on Twitter.”

    “These product improvements are delivering high returns on investment for clients across all verticals, from tech to entertainment to retail,” Arjani adds.

    app-promotion

    Images via Twitter

  • Twitter Announces Mobile Ad Management Tools

    Twitter Announces Mobile Ad Management Tools

    Last week, we looked at some new ad management functionality in Twitter’s mobile apps. Twitter hadn’t announced it, but some users were starting to notice a new button on their profiles that enabled them to dig into their advertising efforts.

    On Monday, Twitter did announce the feature, which it calls the Twitter Ads companion. While it’s built into the standard Twitter app for iOS and Android, it’s basically Twitter’s version of Facebook’s Ads Manager, which is a standalone app (and which Facebook just launched on Android).

    Twitter Ads Companion enables you to check on your campaign performance, optimize your budget and schedule, and respond to notifications.

    “It’s easy to monitor your current campaigns or review past campaigns directly from your mobile device,” says senior product manager Christine Lee in a blog post. “The Twitter Ads companion provides information about impressions, engagements, spend, cost per engagement and engagement rate. You can view a summary across all campaigns or check the performance of specific campaigns.”

    twitter-ads1

    “Whether you want to extend a successful campaign or adjust allocated budget, it’s easy to take action,” she adds. “With the Twitter Ads companion you can edit campaign bids, budgets and schedules. You can also pause or resume your campaigns via the tool.”

    twitter-ads2

    Advertisers can use Twitter Ads Companion to make edits based on campaign notifications. If you got an email about your budget being exhausted, for example, you could click the link in the email, and be taken right to Twitter Ads Companion to take action.

    twitter-ads3

    Twitter Ads Companion is available to all advertisers globally in the iOS and Android apps.

    Images via Twitter

  • Twitter Adds Tools To Audience Insights

    Twitter Adds Tools To Audience Insights

    Twitter is now offering advertisers new insights about user demographics, interests, purchasing behavior, and more thanks to aggregated data from Twitter itself, as well as partners Datalogix and Acxiom. These are available through the Audience Insights Dashboard.

    Twitter says the data will help marketers pinpoint and target new audiences while keeping user info private.

    As part of the update to the dashboard, Twitter is also adding “personas,” which is described as a new way to learn about relevant groups of users and target them in campaigns with just a click.

    “Campaign insights help you better understand who you’re reaching with your ad campaigns,” says product manager Andrew Bragdon. “Within your campaign dashboard, you can simply click “View audience insights” to learn more about your paid audience, and then use this information to optimize your targeting and ad content.”

    “You can also easily compare insights between your reached and engaged audiences,” he adds. “Your reached audience are users who are viewing your campaign; your engaged audience includes users who are actively engaging (replying, favoriting and Retweeting) with your ads.”

    Advertisers who have enabled conversion tracking can see more about those who have converted in the past and compare data between reached and converted audiences.

    Screen shot 2015-07-02 at 1.18.11 PM

    Advertisers can also now see more info about users in their tailored audiences, such as those who have visited their website, those from their CRM database, and those who have taken specific actions in their app.

    The Personas feature is only available in the U.S. for now, but will roll out to more countries eventually. Everything else is available to all advertisers globally.

    In related news, Twitter has given mobile app users a new way to access campaign management tools.

    Images via Twitter

  • Twitter Gives Users New Ad Management Access In Mobile Apps

    Twitter Gives Users New Ad Management Access In Mobile Apps

    Back in February, Facebook launched its Ads Manager app for iOS, which gives advertisers a way to better stay on top of their ads by letting them manage them from their phones. This week, the Android version made its way to the Google Play Store.

    Twitter is giving users what is essentially its version of this app on both mobile operating systems, except that it’s not an app it all. It’s simply added functionality within the Twitter app itself.

    You can see the new icon below. When you click it, you can view summaries of your campaigns and edit as you like.

    twitter-ads

    As others have noted, you could access ad management features from Twitter’s mobile apps in the past, but it was basically buried in the settings, and the new feature pretty much puts it front and center.

    Lead Image via Garrett Heath, Flickr Creative Commons

  • Twitter Launches Installed App Category Targeting

    Twitter Launches Installed App Category Targeting

    Twitter announced a new targeting options for advertisers on Wednesday: installed app category targeting. This enables advertisers with apps to reach users based on the categories of apps they have installed on their device, or in which Twitter thinks they’ll have interest.

    Advertisers can use the option to find new audiences that will likely have interest in the category their own app falls under, or at least a related category. It can be combined with other targeting types like keyword, language, or location.

    “One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps,” says product manager Deepak Rao. “Today’s launch is the next step in our journey to help these advertisers connect with the right customers on Twitter – while providing users with the most relevant and useful ad content.”

    “For example, an advertiser who wants to drive installs of a task management app can select the ‘Productivity’ category to reach users who have recently installed similar apps,” says Rao. “That same advertiser may know that productivity app users also tend to use finance apps, so they can target the “Finance” category to connect with new people who are likely to be interested in their app.”

    Twitter is also launching new reporting and analytics for installed app categories within the advertiser dashboard, which are available for all mobile app promotion campaigns.

    Twitter has been providing all of this to beta partners already, and it says the feedback has been positive. Check out the blog post for comments from some of those partners.

    The functionality is now available globally to all advertisers running mobile app install and engagement campaigns on Twitter for iOS and Android.

    Image via Twitter

  • Twitter Gives Businesses Audience Insights

    Twitter Gives Businesses Audience Insights

    Twitter just announced the launch of a new tool to help advertisers better understand key audiences for their ads on Twitter. It’s called Audience Insights, and lets you discover information about your followers and people who have engaged with your tweets organically.

    The offering also enables advertisers to identify new and relevant audiences to target for future campaigns. There’s a dashboard that shows aggregate info about user demographics, interests, purchasing behavior, etc.

    “There are multiple ways to leverage audience insights,” explains product manager Andrew Bragdon. “For example, if you’re running a campaign to increase awareness about a new cosmetics line, you can use this tool to learn about your potential customers on Twitter — the beauty products they’ve recently purchased, what fashion trends they’re interested in and even TV viewing behavior. Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative — such as a Vine or video clip — your audience will find most compelling.”

    “You can also use audience insights to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly,” he adds. “For instance, if you’re an app developer and see that the majority of your followers use an iPhone, you can make sure your rich media is tailored for that device.”

    Audience Insights also gives you the ability to compare audiences.

    Twitter says privacy was a big priority with Audience Insights, which is why all info is aggregated, and derived from Twitter data sources and matched from Twitter’s Marketing Platform partners like Datalogix.

    The offering is available to all advertisers and analytics users. Twitter-specific info can be accessed within the U.S. for now, and more broadly over the coming months. You should be able to find the dashboard from the Followers drop down at ads.twitter.com or under Followers at analytics.twitter.com.

    Last week, Twitter announced the global rollout of objective-based campaigns, reports, and pricing.

    Images via Twitter

  • Twitter Releases New Ads Globally

    Twitter Releases New Ads Globally

    Last summer, Twitter unveiled its objective-based campaigns, reports, and pricing, which it described as a new way to optimize ad campaign performance. They enable advertisers to only pay for actions that are “aligned with” their marketing objectives. Until now, these have been in beta, but the company announced on Wednesday that they’re now available globally to all advertisers.

    The workflow recommends the best ad format to use, and includes tools like an image cropper and drag-and-drop feature to make ad creation easier. You can create a website clicks or conversions campaign, and promote a tweet with a ink or a Website Card. Reports for the campaign will display metrics deemed most relevant to your campaign’s goals.

    “It’s now simpler and easier to succeed with Twitter Ads,” says senior product manager Christine Lee. “When creating a new campaign, you can select from one of six objectives — and our customized workflow will help you choose the best ad format for your goals. For example, if you want to drive traffic to your brand’s website, you can select a website clicks or conversions campaign, which is designed to drive a higher volume of relevant URL clicks. You’ll only be charged when a user clicks on a link to your website — all other engagements, like a favorite or a Retweet, are free.”

    “You’ll never pay for actions that aren’t relevant to your goal, ensuring that you’re positioned to drive the highest possible ROI in each of your campaigns,” she adds.

    When you have a campaign running, the campaign dashboard will show your results in real time with metrics like link clicks, video views, or app installs, and the cost per result.

    The company shares success stories from eBay, Gupta Media, Tableau, and Jaguar Land Rover here.

    Image via Twitter

  • Twitter Acquires TellApart, Partners With DoubleClick

    Twitter Acquires TellApart, Partners With DoubleClick

    Twitter announced that it has agreed to acquire marketing technology company TellApart and partnered with Google’s DoubleClick to strengthen its cross-device measurement capabilities.

    TellApart provides retail and e-commerce advertisers with cross-device retargeting features for dynamic product ads, and Twitter sees the acquisition as a way to help advertisers reach its users wherever they are on desktop or mobile. Twitter says it will extend TellApart’s services internationally and to additional industries.

    “We’re making strong investments in our direct response capabilities in order to enable advertisers to target the right users, drive action with creative ad units and simplify the measurement of conversion performance across devices,” said Kevin Weil, SVP of product at Twitter. “On the targeting side, recently we made it simpler for advertisers to target audiences on Twitter on both mobile and desktop, based on their own data or based on intent signals off of Twitter. As for creative tools, we’ve pioneered native ad units such as the Website Card, App Card and Lead Generation Card, all built specifically to drive action. For measurement, our introduction of enhanced conversion tracking has made it easier for advertisers to see their website purchases from Promoted Tweets across mobile and desktop.”

    TellApart co-founder and CEO Josh McFarland discussed the acquisition further in a blog post, saying:

    One of the biggest challenges facing marketers today is the fractured nature of the consumer experience – across devices, between the web and apps, and between the digital and the physical worlds. While there are no silver bullets to solve this problem for advertisers, we believe that by working together with Twitter we can considerably improve the experience. On desktop, advertisers on our platform reach the right consumers at the right moments, and working with Twitter, we’ll be able to do more for our advertisers to find the right consumers on either mobile, desktop or both.

    A big part of what drives us at TellApart is the idea that consumers can find value in ads if they’re relevant, compelling and timely. Indeed, we’ve based our business on getting paid only when users click on an ad they find interesting and then make a purchase from the advertiser. This is a part of Twitter’s core too, with their innovative native ad units that target the right user to drive the right engagement and action across devices.

    Turning to the DoubleClick partnership, the two have announced two new initiatives aimed at better serving clients of both.

    “The first relates to our mutual desire to offer more complete campaign performance measurement and attribution, especially for direct response marketers,” explained Ameet Ranadive, Sr. Director of Product Management at Twitter. “Consumers now move fluidly between apps, devices and platforms, and we need measurement models that take this behavior into account. For marketers to truly understand the consumer path to conversion across multiple devices and platforms, measurement systems have to move beyond traditional attribution models. And we want advertisers to have insights into the rich canvas of actions beyond website clicks on platforms like ours (e.g., Retweets) and the role they play in determining a campaign’s ROI.”

    Twitter advertisers will be able to use DoubleClick to measure when conversions result from views and other Twitter actions. A new attribution model will be introduced in DoubleClick later this year.

    The second initiative will see Twitter inventory becoming available through DoubleClick Bid Manager, so clients can create and manage campaigns on Twitter from there.

    “This deal complements our ongoing push to bring new formats and inventory to DoubleClick, like our recent announcement about YouTube’s TrueView format,” noted Payam Shodjai, Group Product Manager at DoubleClick.

    As reported earlier this year, Google and Twitter are also partnering on search, though we’ve still yet to see or hear exactly how this will be implemented.

    Twitter just released its disappointing earnings report.

    Image via Twitter

  • Twitter Launches Quick Promote, Analytics Upgrade

    Twitter Launches Quick Promote, Analytics Upgrade

    Twitter launched Quick Promote last month. This is a new ad offering that lets small and medium-sized businesses promote their best-performing tweets. Upon launch it was available via the Tweet Activity Dashboard.

    Now, Twitter has made the feature available from the Twitter profile. Just pick a tweet. You can look at the analytics from the tweet. Then, choose a budget, and Twitter will provide an estimate of the total number of engagements you’ll receive.

    You’ll then be able to watch people engage with the tweet in real time.

    There’s also a new homepage for Twitter Analytics, which the company is referring to as “account home”. The page will let you view a summary of all your account activity, including how many times you’ve tweeted, how many people have seen your tweets, visited your profile, mentioned you, or followed your account, how many times people have shared links to your site (if you use Cards), and your top tweets and followers with the largest network in a given month.

    “Use this information to quickly share your best content with a wider audience, engage with your most influential followers, or as a starting point to do a deeper dive into your account performance,” says product manager Buster Benson.

    This is now available to all advertisers, and the Quick Promote will be available on Twitter.com to all SMB advertisers in the coming weeks.

    A couple weeks ago, Twitter added some features to conversion tracking for web, enabling advertisers to take advantage of support for transaction values and key conversion tags. They can view sales that their promoted tweet campaigns drove.

    Last week, it announced Partner Audiences, which lets advertisers reach people from audiences created by its marketing platform partners including Acxiom and Datalogix.

    Image via Twitter

  • Twitter Lets Advertisers Reach ‘Partner Audiences’

    Twitter Lets Advertisers Reach ‘Partner Audiences’

    Twitter announced a new offering for its advertisers, enabling them to reach people from audiences created by its Marketing Platform partners. Advertisers will be able to target Twitter Ads at users who have shown “powerful signals of intent” off of Twitter.

    “For example, by using a partner to provide the desired audience, an auto brand can connect with audiences that are in-market for a new car,” says product manager Kyle Boston. “A CPG company can reach customers that have previously purchased products in their category. And luxury brands can limit campaigns to shoppers who earn a household income above a certain threshold.”

    Partner audiences can be combined with look-alike targeting, and advertisers can exclude partner audiences from campaigns if they want.

    There are over 1,000 partner audiences from Acxiom and Datalogix alone, which are already accessible via the Twitter Ads interface. You can find them in a new section of the campaign creation page called behaviors.

    “Over the last few months, we’ve heard how targeting partner audiences has helped brands connect with the right people on Twitter,” says Boston. “Nestle’s @Butterfinger leveraged partner audiences for the launch of its new product, Butterfinger Cup Minis. By targeting Promoted Tweets to Twitter users who frequently purchase peanut butter candy in grocery stores, convenience stores and other in-store destinations, @Butterfinger achieved a 52% lift in engagement rate compared to Nestle’s overall performance in 2014.”

    For users worried about privacy, Twitter says users can uncheck the box in their privacy settings for “Tailor ads based on information shared by ad partners”.

    Twitter also notes that there’s a minimum audience size for tailored audiences, so this prevents targeting that’s too specific.

    Image via Twitter