WebProNews

Tag: Twitter Ads

  • Twitter Advertisers Get New Conversion Tracking Features

    Twitter just added a couple of new features to conversion tracking for web. Advertisers can now take advantage of support for transaction values and key conversion tags.

    The former lets advertisers view the sales that their Promoted Tweet campaigns drove.

    “If you’ve implemented our website tag already, you can make some simple changes to the tag to start collecting conversion values and order quantities for each conversion,” says product manager Abhishek Shrivastava. “These values are aggregated and reported back in your Twitter Ads analytics dashboard to provide insights on your ROI from your Promoted Tweet campaigns. If you aren’t using conversion tracking yet, it’s easy to get started by creating a tag in your Twitter Ads UI and implementing it within your site.”

    “Over the last several months, we’ve seen positive results from advertisers who have tested the transaction values feature in beta,” says Shrivastava. “One is @WavesAudioLtd, which found that it’s shedding new light on the business results they are driving with Twitter Ads. Waves Audio provides audio solutions for the professional, broadcast and consumer electronics markets. In the 30 days from mid-December through mid-January, Waves Audio built New Year holiday excitement on Twitter with special promotions on software plugins for sound engineers. The Waves Audio team used Twitter’s website clicks or conversions objective and targeting such as interests and tailored audiences to drive high-intent site visits.”

    According to Twitter, that account’s analytics now show a 770% return on advertising investment from Twitter ads from that period.

    They share a quote from Waves’ Online Marketing Manager David Corman: “We’re very pleased with our return on investment in Twitter Ads. We’re able to develop strong relationships with a community of audio enthusiasts on Twitter, and the recent enhancements to Twitter’s analytics and measurement are helping us refine our outreach for maximum effectiveness.”

    Twitter said Live Nation was able to achieve a a return on ad investment of 819% during a testing period while using a website card.

    Advertisers can use the new key conversion tag to choose one conversion event for the campaigns they want to optimize, and view “distilled” analytics within the Twitter Ads interface.

    “Suppose a flower shop wants to use Twitter Ads to drive more sales of their Easter bouquets,” says Shrivastava. “Once the shop places a website tag on the final conversion page for the bouquet and selects that tag as the key tag for their campaign, Twitter can automatically start to optimize the campaign towards driving more conversions on the bouquet sale page. The shop will also have the ability to view the number of bouquet purchases in their Twitter Ads analytics dashboard, as soon as those conversions occur. Because Twitter conversion tracking works in a cross-device fashion, even if a user sees the flower shop’s ad on a mobile device but later converts on a desktop, Twitter Ads analytics will be able to track and report that conversion.”

    This is all now available to all Twitter advertisers globally.

    Earlier this month, Twitter launched Quick Promote for advertisers to promote their best performing tweets from the Tweet Activity dashboard.

    This is available to all SMB advertisers.

    Twitter also announced syndicated promoted tweets this month, which see Twitter ads appearing on third party sites. This started with launch partners Flipboard and Yahoo Japan. We recently spoke with the CEO of The Mobile Majority, who thinks this will be detrimental to ad creativity. More on that here.

    Images via Twitter

  • Will Promoted Tweet Syndication ‘Torpedo’ Ad Creativity?

    Earlier this month, Twitter announced Promoted Tweet syndication, which sees the company showing its ads outside of Twitter. Promoted Tweets appear on third-party services beginning with Flipboard (which now has a desktop experience in addition to its mobile apps) and Yahoo Japan.

    This is the example Twitter showed of a Nissan ad running in the Flipboard app:

    Rob Emrich, CEO of The Mobile Majority, says Twitter is “torpedoing ad creativity” with this syndication.

    Asked to explain this, he tells WebProNews, “As it stands, Twitter’s available ad units are limited to static images with text-based descriptions, links, and calls-to-action. This offering doesn’t take advantage of the capabilities of mobile devices which can provide consumers with richer creative and increased functionality.”

    “In essence, users would be limited to seeing a static Twitter ad on a third-party site, clicking a button or link, and being taken to another site or app to continue the experience,” he says. “When compared to rich-media alternatives like inline video, add-to-calendar, and mini-games, it’s easy to imagine which people would rather engage with.”

    “That said, there is a high likelihood Twitter will also expand their newly introduced Promoted Videos outside the app’s feed and within publisher’s sites – a step in the right direction.”

    Twitter announced Promoted Video back in August before launching native video to general users last month.

    “According to this Marketing Land article, ad quality is three times more effective at driving sales than an effective media plan, five times more effective at driving ad awareness than targeting, and delivers better engagement and brand lift,” says Emrich. “Put simply: creative is the most important leverage point mobile marketers have to make an impact on their campaigns’ results.”

    “If an ad is interesting and looks good, humans will be more inclined to interact with it,” he says. “They’re more likely to remember the experience later. They are also more likely to share it, pass it along, and bring it up in conversation with other humans.”

    Will the ease of Twitter’s product ultimately reduce the effectiveness of advertisers’ campaigns?

    “Twitter’s new offering makes building and serving ads onto third-party sites simple,” says Emrich. “But simple doesn’t necessarily mean ‘good.’ Simple means easy to do. And when it comes to building engaging mobile ad creative that will engage a consumer, Twitter’s current offering falls short.”

    How can traditional advertisers find initial value from Twitter’s new syndication?

    “For smaller businesses looking to dip their toes in social and insert those same efforts into other digital properties, Twitter offers a lot of efficiencies,” he says. “Rather than duplicating copy and reformatting images across multiple platforms, Twitter allows advertisers to build it once and run in multiple formats. Less savvy traditional marketers may also see an opportunity to grow their own social followings from outside the Twitter ecosystem. Without a consistent social engagement plan, however, they may end up paying to build an asset that goes under-utilized.”

    It’s going to be interesting to see how Twitter expands its syndication program, and how big its roster of partners gets.

    “Due to brand recognition and public awareness of the platform, Twitter should have no problem expanding the number of networks and sites that want to work with them,” says Emrich. “The other side of the coin is that Twitter pays publishers for their inventory. As a result, we may see some pricing adjustments to current inventory sources (such as Google) as the market and new supply side platforms (like Twitter) expand their reach.”

    Upon announcing syndicated Promoted Tweets, Twitter said that in the third quarter of 2014, there were about 185 billion tweet impressions off of Twitter.

    “For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience. Twitter syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas,” said Ameet Ranadive, Senior Director of Product.

    The company says it sees the syndication as an opportunity for marketers to increase their capacity for large-scale ad campaigns on an “almost infinite” basis. The more syndication partners Twitter picks up, the more that will be true.

    Image via Twitter

  • Twitter Advertising Just Got Easier For SMBs

    Twitter just announced a new ad offering aimed at small and medium-sized businesses. It’s called Quick Promote, and lets advertisers promote their best performing tweets from the Tweet Activity dashboard.

    “Since we launched our self-service ad platform in 2013, we’ve developed a range of products to help SMBs accomplish their marketing goals,” says product manager Buster Benson. “Last year, we rolled out objective-based campaigns, reports and pricing to make it simpler for businesses to manage campaigns, while only paying for actions aligned with their marketing objectives. And in July, we made organic Tweet analytics available to help advertisers of all sizes improve their content strategy.”

    “Promoting a Tweet takes just a few clicks and your Tweet will automatically be targeted to users who have interests similar to your followers — the audience that is most likely to be interested in your message,” Benson says. “Whether you’re Tweeting about a new product, promotion or blog post, Promoted Tweets can help you drive measurable business results. In fact, we found that users who see a relevant Promoted Tweet from an SMB are also 32% more likely to visit that business.”

    To use Quick Promote, log into the Tweet Activity dashboard, select the tweet you wish to promote, and chose a budget. Twitter will give you an estimate of the reach you’ll see after you promote the tweet. It also enables you to watch engagement with the tweet in real-time.

    The new feature is available to all SMB advertisers.

    Earlier this week, Twitter announced Promoted Tweet syndication, which sees Promoted Tweets from advertisers appear on third-party websites like Flipboard and Yahoo Japan (with more to come).

    Image via YouTube

  • Twitter’s Promoted Tweets Get Syndicated

    Twitter just announced Promoted Tweet syndication, which sees the company showing its ads outside of Twitter. This is starting with Flipboard and Yahoo Japan.

    There’s no question that Internet users experience Twitter in many places beyond Twitter itself, so it make sense that Twitter would try to apply that to Promoted Tweets.

    “What makes Twitter unique is that Tweets can flow from Twitter to other mediums seamlessly, like TV, websites, and mobile applications,” says Ameet Ranadive, Senior Director of Product. “In fact, in the third quarter of 2014 there were approximately 185 Billion Tweet impressions off of Twitter. For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience. Twitter syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.”

    “For example, let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach similar audience on a mobile application like Flipboard,” Ranadive adds. “Through this new partnership, Nissan could run a Promoted Tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app. Best of all, because Flipboard already integrates organic Tweets into the app, the Promoted Tweet will have the same look and feel that is native to the Flipboard experience.”

    Twitter says it sees the syndication as an opportunity for marketers to increase their capacity for large-scale ad campaigns on an “almost infinite” basis. The more syndication partners Twitter picks up, the more that will be true.

    Advertisers interested in taking advantage of syndicated Promoted Tweets are told to contact their account representative. Publishers interested in partnering can email the company at [email protected].

    Image via Twitter

  • Twitter Runs Promoted Accounts In ‘Following’ List

    Twitter is promoting accounts in people’s “following” lists, regardless of whether or not the person actually follows that account. This is starting to draw some attention and criticism, as some find it to be misleading.

    MasterCard appears to be the account everybody (including myself) is seeing.

    As Marketing Land points out, MasterCard is even listed in Visa’s “Following” section.

    It doesn’t really come as much of a surprise that Twitter would place these accounts here. It’s one of the prime places on Twitter where users can discover new accounts to follow. If you’re looking at someone’s account who you are interested in, there’s a good chance they’re following some interesting accounts too.

    The problem, as some see it, is that these ads make it look like users are following accounts that they’re not. This could be problematic in cases where the person specifically does not like the brand.

    The ads are labeled as promoted, so it’s not totally deceptive, but that’s also easy to miss if your’e quickly glancing through accounts.

    Update: Various reports that covered this topic are now including updates after getting comment from Twitter saying that these ads have been showing since 2013, without any changes, though for some reason, more people have been noticing them after William Shatner tweeted about them. Either way, if they’ve been around that long without people noticing, that would seem to only illustrate the misleading point even further.

    Image via Twitter

  • Twitter Adds Mobile Targeting Options

    Twitter Adds Mobile Targeting Options

    Twitter announced the launch of two new mobile targeting features for advertisers: mobile carrier targeting and targeting users with new mobile devices.

    Twitter says a number of types of advertisers can make use of carrier targeting, such as carriers themselves, mobile manufacturers, app marketers, and other verticals.

    “Advertisers across verticals can create carrier-targeted campaigns that align with their preferred demographic,” Twitter says in a blog post. “For example, a CPG brand that knows that users of a certain carrier are more likely to be interested in their product can target those users exclusively to optimize campaign efficiency.”

    “Using new mobile device targeting, you can target (or exclude) people who have recently used Twitter on a new mobile device or carrier,” it says. “This feature is ideal for mobile app marketers who want to reach those who are looking for apps to install on their new device. You can target those who have used Twitter on a new device within a certain period of time. And, you can combine new mobile device targeting with any other targeting type, such as keyword, interest or mobile operating system.”

    Over 80 percent of Twitter’s active users use the service from mobile devices.

    The company recently launched tailored audiences based on mobile apps users have on their devices.

    Image via Twitter

  • Twitter Launches Tailored Audiences From Mobile Apps

    Twitter Launches Tailored Audiences From Mobile Apps

    Twitter announced the launch of tailored audiences from mobile apps, enabling advertisers to create targetable audience segments based on mobile app actions (like installs, purchases, or sign-ups).

    This follows the recent news that Twitter would track which apps users have.

    “Tailored audiences from mobile apps can help you drive the highest possible ROI in your app install and app engagement campaigns,” Twitter’s Kelton Lynn tells advertisers. “You can ensure that your ads are not displayed to users who have already installed your app. And you can augment tailored audiences from mobile apps with look-alike targeting to reach high-value users most similar to those who have your app installed.”

    “In app engagement campaigns, you can use tailored audiences from mobile apps to connect with users at specific stages of your app marketing funnel,” Lynn adds. “For instance, you can target users who have installed your app but have not yet signed up or made a purchase.”

    Tailored audiences from mobile apps can be combined with others from lists, and website visitors. Segments are updated in real time.

    If you’re a user concerned about privacy, you can simply uncheck the box in your privacy settings next to “Tailor ads based on information shared by ads partners, just like always.

    Image via Twitter

  • Twitter Tests Card-Linked ‘Offers’ With A Few Brands

    Twitter announced that it’s testing a new offering for advertisers called Twitter Offers, whicn enables them to provide card-linked promotions to users.

    When a Twitter users sees a Twitter Offer in their timeline, they can add it to their credit or debit card, and redeem it in real time using their card at the store that offered the deal.

    “Because the offer is tied to their card, redemption is seamless and easy: there are no coupons to redeem at the point of purchase. After the purchase, the cash back savings appear on their card statement within a few days,” says group product manager Tarun Jain.

    twitter offers

    “With Twitter Offers, advertisers will be able to attribute redemptions directly to their campaigns on Twitter, so that they can effectively measure the ROI from their promotions, even when redemption happens offline,” adds Jain. “Additionally, we make it easy for merchants to get up and running because they can use their existing payment network, there’s no change to the consumer purchase process, no employee training and no new hardware or software to install. By leveraging Twitter’s robust targeting capabilities, advertisers can tailor their promotions and campaigns to the right audience, while optimizing for performance.”

    twitter offers

    Twitter will encrypt and store users’ card information so future offers are easier to take advantage of. The info can also be removed at any time if the user prefers.

    Twitter is only testing the Offers with a few brands for now, and it’s only in the U.S. until further notice.

    This follows Twitter’s previously announced testing of a buy button, which you can currently use from select brands.

    Images via Twitter

  • Twitter Adds Location Controls For Native Ads On MoPub

    Twitter announced some new location control features for creating and managing native ads with its MoPub. This is the result of an integration with technology from Namo Media.

    “MoPub’s new location control features are the first tools that lets you find the perfect mix of content and ads for your app simply and quickly,” says Twitter’s Kevin Weil . “You can now choose the position of your ads and how often an ad appears in your content stream directly in the MoPub UI. This means you can experiment with ads in new and different parts of your app and see the results on your revenue immediately, without any engineering work or waiting for user app updates. We believe this gives publishers a better opportunity to balance content with ads tailored for their app – without compromising on revenue or the user experience.”

    “We have also simplified the integration to a couple lines of code, making setting up native ads almost as simple as any standard ad format,” says Twitter’s Gabor Cselle on the MoPub blog. “Our lightweight SDK ensures that your ads are displayed in the right location and at the right time powerful caching capabilities.”

    The features are part of MoPub’s full stack platform for native ads, which lets developers work directly with advertisers and connect with them programmatically. They work with multiple native ad networks.

    MoPub opened up its native advertising offering in April. More on that here.

    Images via Twitter

  • Twitter Adds Tools To Tailored Audiences

    Twitter Adds Tools To Tailored Audiences

    Twitter announced an update to its Tailored Audiences ad targeting feature. It’s getting new stuff like audience list uploading, better audience management tools, new supported ID types, and better targeting in general.

    Twitter first made Tailored Audiences available globally in December. Now it has look-alike-only targeting, which lets you only target users similar to your tailored audience.

    As Twitter explains, “This lets you reach users who are most like your best existing customers, and is particularly useful for mobile app promotion campaigns to reach users similar to those who have already installed your app. To enable you to drive more efficient user acquisition, we’ve added the ability to exclude tailored audiences based on website visitors from campaigns using interest, keyword, TV and other tailored audiences.”

    The new Audience Manager tool shows you details on all audiences in one place, and lets you change or delete them.

    “To augment the total reach of tailored audiences you can create using your customer info, you can now build audiences using mobile phone numbers in addition to email addresses,’ says product manager Kelton Lynn. “We also support Apple iOS and Google Android mobile advertising IDs so you can create audiences of users with your apps installed or who take certain actions like viewing a product or achieving a level in your apps. We have extended this functionality to our Ads API so you can have the same functionality if you prefer to work directly with any of our Ads API partners.”

    Twitter also reminds us that users have privacy options related to this stuff. You can always uncheck the box in your privacy settings next to “Tailor ads based on information shared by ads partners”.

    Image via Twitter

  • Twitter Launches Self-Serve Ads In 11 New Countries

    Last week, Twitter announced the expansion of Twitter Ads into twelve new markets including: Austria, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Macedonia, Romania, Serbia, Slovenia, Switzerland, Ukraine and Portugal.

    On Thursday, the company announced the launch of self-service ads in eleven new countries: Argentina, Chile, Colombia, Ecuador, Guatemala, Mexico, Peru, Belgium, Italy, Luxembourg, the Netherlands.

    “Over the last year, thousands of small- and medium-sized businesses have used Twitter Ads to engage their customers in real-time conversations, drive website traffic, generate leads and close sales,” says Twitter’s VP of Global Online Sales Richard Alfonsi. “Today’s announcement will help even more businesses to achieve their marketing goals with Twitter by expanding our self-service ad offerings to a total of 20 countries.”

    “By targeting potential customers in real time based on their geography, interests, mobile device and keywords, you have a greater opportunity to connect with these users at the precise moment when your business is most relevant to them,” Alfonsi adds.

    As noted, self-service ads include objective-based campaigns and real-time tracking and analytics.

    Image via Twitter

  • Twitter Opens Ads To Twelve More Markets

    Twitter Opens Ads To Twelve More Markets

    Twitter announced that it’s expanding Twitter Ads into twelve new markets in Eastern Europe and Portugal.

    “There has been tremendous growth in this region over the last year, and Twitter Ads will now be available in 35 EMEA (Europe, Middle East and Africa) markets through direct sales support teams and reseller partnerships,” said VP of Direct Sales, Europe, Ali Jafari.

    The new markets are: Austria, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Macedonia, Romania, Serbia, Slovenia, Switzerland, Ukraine and Portugal.

    “We’ve heard positive feedback from brands around the world about how our recent product developments have helped accomplish goals like driving engagement or direct-response actions like website traffic, video views, leads and sales,” says Jafari.

    As he notes, Twitter has launched Promoted Video, Objective-based campaigns and pricing, the Tweet Activity Dashboard, Mobile App Promotion, and TV Conversation Targeting just since last year.

    Image via Twitter

  • Twitter Releases Promoted Video In Beta

    Twitter announced the beta test of a new Promoted Video offering for advertisers after testing Video Cards earlier this year. The tests, the company says, have shown that tweets containing native Twitter video generate more engagement and video views.

    Twitter says Promoted Video builds on its Amplify program, which is geared toward letting media companies and brands capture experiences related to TV and spread it to Twitter audiences.

    “By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” says Twitter’s Senior Product Manager of TV and Video, David Regan. “In the spirit of making campaign setup easier, we now offer advertisers the ability to run ads with a new Cost Per View (CPV) ad buying model. This means advertisers only get charged when a user starts playing the video. Additionally, advertisers using Promoted Video have access to robust video analytics, including completion percentage and a breakout of organic vs. paid video views.”

    “In addition to the improvements we’ve made to the advertiser experience, we’re excited to share that we’ve expanded the tests of our native video solution with select content publishers and verified users,” he adds. “The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter.”

    It’s unclear when this might roll out to all advertisers, but the company is telling partners to contact their account reps if they’re interested.

    Image via Twitter

  • Twitter Gives Advertisers Objective-Based Campaigns, Pricing

    Twitter announced a new way to optimize Twitter Ad campaign performance with objective-based campaigns, reports, and pricing. Advertisers will be able to create and optimize successful campaigns, while only paying for the actions that are “aligned with” their marketing objectives.

    These campaigns and pricing are available in beta to SMBs and API partners around the world, and will be rolling out to managed clients on an invitation basis over the coming months.

    “Since we launched Twitter Ads in 2010, advertisers have used Promoted Tweets and Promoted Accounts to connect with an engaged audience at precisely the right moment,” says Twitter senior product manager Christina Lee. “Over the last four years, we’ve analyzed thousands of Twitter Ads campaigns and identified best practices to help advertisers effectively achieve their marketing goals.”

    “With objective-based campaigns, we’ll provide a custom workflow aligned to your campaign goals,” she says. “You can select from a range of key objectives, including driving Tweet engagements, website clicks or conversions, app installs or engagements, followers, or leads.”

    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.

    Image via Twitter

  • Twitter Launches Analytics For Organic Tweets

    Twitter announced the launch of some new analytics features for organic tweets via a new enhanced tweet activity dashboard.

    Advertisers will be able to see how many times users have viewed and engaged with their organic tweets. The dashboard lets you see how tweets are performing in real time, compare impressions, total engagements, and retweets month over month, and use the tweet details page to see how many retweets, replies, favorites, follows, link clicks, and embedded media clicks each tweet received.

    You can also export your performance metrics into a CSV file, which includes both organic and promoted data.

    In a blog post, Twitter lists the following as best practices for using the dashboard to improve content strategy:

    • Pay attention to when you tweet. Note which time of day and day of the week yields the highest engagement and impressions.
    • Analyze the frequency of your Tweets. Use your new insights to determine your Tweet cadence.
    • Identify what Tweet mechanics work, and which aren’t as effective. Keep an eye on elements like different calls to action, the inclusion of rich media and copy length.


    The dashboard is available to all advertisers, Twitter Card publishers, and verified users.

    Image via Twitter

  • Twitter Makes App Promotion Ads Widely Available

    Twitter announced on Monday that it is expanding its mobile app promotion offering to all advertisers globally after beta testing it since April.

    The offering makes use of Twitter’s interest, keyword, TV, and Tailored Audience, gender, geo, language, and mobile platform targeting capabilities, and enables app developers to use mobile app-install ads on Twitter, and throughout the MoPub Marketplace, which spans over a billion Android and iOS devices.

    “People turn to Twitter to connect with their interests, and discover new ones,” says Twitter revenue product manager Kelton Lynn. “During the mobile app promotion beta, our clients have been able to reach Twitter’s highly engaged audience to drive a large volume of cost-effective downloads.”

    Advertisers can automatically use their app’s icon and description from Google Play or the App Store or customize them. They can choose deep links and customize Tweet copy.

    App Cards on iOS also get install notifications, which Twitter says should drive activation of your app when user intent is highest.

    “Once your ads are running, we provide conversion tracking for mobile apps, which allows you to measure the full conversion impact of your campaigns, including initial installs and in-app conversion events,” says Lynn. “We have partnered with leading companies in mobile measurement to help you see how engagements and impressions on Twitter drive your app conversions. These partners include Adjust, AD-X, AppsFlyer, Fiksu, Grab, Hasoffers and Kochava.”

    Twitter has a new pricing structure based on a cost-per-app-click (CPAC) model. Advertisers are only charged when a user clicks to go to the App Store or Google Play from your ad or when they open the app directly from Twitter.

    Image via Twitter

  • Twitter Launches Website Tag For Remarketing

    Twitter announced the launch of a new website tag for remarketing, which will enable advertisers to create tailored audiences from the Twitter Ads interface.

    Twitter launched tailored audiences retargeting globally in December. This lets advertisers retarget ads to people who have visited their site or app. The new tag lets them do the same.

    “Starting today, advertisers who have already created a snippet of code (a tag) for conversion tracking can use it for website remarketing,” said Twitter product manager Abhishek Shrivastava. “If you haven’t obtained this tag yet, it’s easy to generate one in your Twitter Ads UI and use it to target Promoted Tweets and Promoted Accounts to users who have already shown interest in your brand by visiting your website.”

    “Suppose a surf shop wants to use Twitter Ads to grow its follower base and drive website traffic and conversions,” Shrivastava added. “The shop wants to show its ads to surfing enthusiasts who have recently visited its website. Once the shop places a website tag, Twitter can match users who visited that site to Twitter accounts using a browser cookie ID. This lets the shop show matched users Promoted Tweets and Promoted Accounts, resulting in a relevant, high-quality message to the user.”

    Advertisers will still be able to create tailored audiences through Twitter’s marketing platform partners.

    Twitter suggests you use tailored audiences in conjunction with its recently launched Website Card and conversion tracking.

    Image via Twitter

  • Twitter Makes $230 Million Ad Deal With Omnicom

    Twitter Makes $230 Million Ad Deal With Omnicom

    Omnicom announced that it has entered a two-year deal with Twitter worth $230 million to integrate its programmatic ad buying network Accuen with Twitter’s MoPub exchange.

    The Wall Street Journal, which appears to have gotten an exclusive on the news, shares statements from both companies:

    “This is the first holding company agreement we’ve done on the mobile ad exchange side,” said Twitter’s president of global revenue, Adam Bain, adding, “It’s great for us because we’ll now have high-quality advertisers coming through the exchange…We haven’t made an announcement about opening up Twitter to programmatic buys, but it’s natural that we’ll do it.”

    …

    “Our agreement with Twitter reflects what we look for in a media partnership – the opportunity to deliver first-to-market benefits that impact all aspects of all Omnicom clients’ digital investments, from content to placement to measurement,“ a statement from Omnicom read.

    The news follows a similar deal Facebook made last week with Publicis, which will see Facebook data integrated into the latter’s media-mix-modeling platform while Publicis’ product will be integrated into Facebook’s recently announced ad network.

    Omnicom confirmed its announcement on Twitter.

    The company also announced today that its TBWA Worldwide network has acquired Germany agency Heimat.

    Image via Twitter

  • Twitter Ads Get New Language Targeting

    Twitter Ads Get New Language Targeting

    Twitter has been launching all kinds of ad features lately, including an app promotion suite, native ads on MoPub, the Website Card, the expansion of geo-targeting to more countries, and postal code targeting in the U.S.

    On Wednesday, the company announced new language targeting capabilities. Advertisers will be able to target promoted tweets and accounts by language. Twitter is also providing language-specific analytics.

    “Language targeting can benefit marketers who want to reach a global audience with language-specific messaging, or who are in countries where large populations speak multiple languages,” explains Twitter’s Nipoon Malhotra. “For example, an advertiser who wants to Promote Tweets to Italian-speaking soccer fans during the World Cup can use Italian language targeting to reach the right users around the world.”

    “Advertisers can also use language targeting in conjunction with our robust suite of targeting options based on interest, keyword, gender, geo or tailored audience segments. For instance, a travel brand that wants to reach Spanish-speaking travelers in the U.S. can combine U.S. geo-targeting, travel-category interest targeting and Spanish language targeting to effectively connect with their target audience.”

    The new targeting is available to all advertisers and through the Ads API.

    Image via Twitter

  • Twitter Expands Geo-Targeting To More Countries, Adds Postal Code Targeting In U.S.

    Twitter announced the expansion of geo-targeting features to more advertisers. It has added state and region targeting in Brazil and Canada and postal code targeting in the U.S.

    It is also adding geo-targeting including state and region targeting to eight new countries including: Australia, France, Indonesia, Italy, Japan, Mexico, Netherlands, and the UK. Twitter now offers granular geo-targeting in twelve countries and country-level targeting in over 200.

    “Advertisers across the world have been using geo-targeting to precisely target the most relevant audience for tangible results,” says Twitter product manager Nipoon Malhotra, who shares several examples in a blog post.

    “We’re excited about how expanded geo-targeting options will enable global Twitter advertisers to better reach their target audiences,” Malhotra says.

    Last Friday, Twitter launched a new ad unit called the Website Card to drive traffic to websites. That came after its MoPub network opened up native ads to all advertisers.

    Twitter released its quarterly earnings report earlier this week, with revenue up 119%, though its stock hit an all-time low with investors unimpressed by Twitter’s growth. Monthly active users were up 25%.

    Image via Twitter

  • Twitter Launches New Ad Unit To Drive Traffic To Websites

    Twitter just announced a new ad unit called the Website card, which it says will increase your website traffic and conversions. The company describes it as “a new way for advertisers to easily surface website content within a Tweet and drive relevant traffic to any page of their site, such as their home page, product page, or an important blog post.”

    The ideas is that Twitter users will be able to find interesting articles while advertisers drive more clicks. It comes with a “read more” call to action. Here’s what it looks like:

    “By leveraging our robust set of targeting options based on signals like interest, keywords, or tailored audiences segments, marketers can use the Website Card to drive qualified traffic from the right audience at precisely the right time,” says product manager Derek Dukes. “The card can also be used in conjunction with conversion tracking to measure the end-to-end conversion from a Tweet engagement or impression to a lower-funnel action, like a signup or purchase.”

    Citrix and Betabrand were early testers for the ad unit, and Twitter says they big decreases in CPC compared to campaigns that used an image and URL. The latter’s were reduced by up to 85%, and the former’s 92%.

    The Website Card ad unit will roll out to all advertisers on mobile and desktop starting today. You’ll find the option in the Cards Manager section of your Twitter Ads account.

    Image via Twitter