This document provides an overview of Twitter advertising opportunities in Europe and the types of ad products and formats available on Twitter. It highlights that Twitter ads can reach 31 European markets and describes promoted tweets, accounts, trends, and new autoplay video ads. It also covers Twitter's targeting capabilities and emphasizes that creatives should be native to the Twitter experience. Advertisers can set objectives and only pay for desired user actions like clicks, follows, or video views.

1. TWITTER ADVERTISING
2016

2. 31 EUROPEAN
MARKETS:
Austria | Bulgaria
Bosnia and Herzegovina
Czech Republic | Croatia |
Hungary | Macedonia | Romania
Serbia | Slovenia | Slovakia
Switzerland | Ukraine | Greece
Kosovo | Albania
Lithuania | Estonia | Latvia|
Russia | + …
HTTPOOL IS TWITTER‘S AD
SALES PARTNER IN …

3. Life is a series of NOW moments

4. 4
Twitter is the shortest distance between you
and what interests you most
4

5. 5
Twitter is the shortest distance between
@ and #
5

6. 31%
North
America
30%
Asia
25%
Europe
3%
Africa
11%
South
America
Twitter users are global

7. 302 MILLION+
active global users

8. 1 BILLION+
moments to engage
every 2 days

9. +400%
growth video
consumption

10. The average consumer
unlocks their phone
150 times a day
SOURCE | Jiwire “Mobile Audience Insight Report”, 2013

12. @TwitterAds | Confidential
How can you win the moment?

13. Planned
Unplanned
Always
on
Event
EVERYDAY CAMPAIGN
LIVEREACTIVE

15. VERY DIFFERENT WAYS
OF GETTING YOUR
MESSAGE ACROSS

16. @Twitter | Confidential

17. Twitter data has unlimited value and near limitless application
beyond the tweet

18. Twitter + TV

19. TV targeting on Twitter
TV has always been a shared experience. Now, Twitter
extends these conversations beyond the living room,
allowing viewers to discuss what they’re watching in the
moment with people.
Use the power of TV x Twitter to grow your business.

20. TV IS A KEY INTEREST ON TWITTER
95%of online public
conversations about TV
happen on Twitter
40%of all Twitter traffic
around peak time is
about TV
use Twitter while
watching TV
60%

21. Drama Breaking Bad
9:00
PM
9:30
PM
10:00
PM
10:30
PM
8:30
PM
8:00
PM
11:00
PM
324KTotal
Tweets
Source | Social Guide, Jan 2014

22. Reality The Voice
273K
Total Tweets
Source | Twitter Internal, 2014

23. Film Titanic
42K
Total
Tweets
Source | Social Guide, Jan 2014

24. 11M Total
Tweets

26. Twitter increases brand impact from TV advertising
95% 58%
higher purchase
intent
stronger message
association
Source | Nielsen Brand Effect, 2013

27. Drive greater ROI from TV advertising
56%
(UK Telecom)
17%
(US Retail)
8-16%
(US CPG)
Source | Nielsen Twitter Marketing Mix Model, July 2011 - June 2013; MarketShare Twitter Marketing Mix Model, July 2011 - June 2013; ThinkVine Twitter Agent Based Marketing Mix Model, July 2011 - June 2013

28. @TheEllenShow
Ellen DeGeneres
If only Bradley's arm was longer. Best
photo ever. #oscars

29. Nike Running
@NikeRunning
Outrun 2013. #justdoit gonike.me/jdiforum
pic.twitter.com/8xoU0mp3Eo

30. Nike Running
@NikeRunning
Outrun 2013. #justdoit gonike.me/jdiforum
pic.twitter.com/8xoU0mp3Eo

31. @TheEllenShow
Ellen DeGeneres
If only Bradley's arm was longer. Best
photo ever. #oscars
twitter goes to the oscars
Twitter broke engagement
records when Ellen decided to
take the first ever oscar selfie

32. @TheEllenShow
Ellen DeGeneres
If only Bradley's arm was longer. Best
photo ever. #oscars
Nike Running
@NikeRunning
Outrun 2013. #justdoit gonike.me/jdiforum
pic.twitter.com/8xoU0mp3Eo

34. TWITTER‘S AD
PRODUCTS

35. Twitter‘s Ad products

36. AD PRODUCTS THAT DELIVER ON YOUR GOALS
PROMOTED TWEETS
36
LEVERAGE
REAL-TIME INTENT
JOIN THE
CONVERSATION
BUILD YOUR
AUDIENCE
TARGETING: PRICING:
• Keywords
• Interests
• Usernames
• Look-a-likes
• Location
• Gender
• Device
• Cost-per-Engagement All Promoted Tweets are clearly marked with a
promoted icon and can appear on Web (Home,
Profile, Discover, Search) and Mobile (Discover,
Search)
Watch out for this Great White. #SharkWeek
SNICKERS® @SNICKERS
Promoted by SNICKERS®

37. PROMOTED TWEET

38. AD PRODUCTS THAT DELIVER ON YOUR GOALS
PROMOTED ACCOUNTS
38
LEVERAGE
REAL-TIME INTENT
JOIN THE
CONVERSATION
BUILD YOUR
AUDIENCE
TARGETING: PRICING:
• Look-a-likes
• Interests
• Location
• Gender
• Cost-per-Follower All Promoted Accounts are clearly marked with a
promoted icon and can appear on Web (Home,
Profile, Discover, Search) and Mobile (Discover,
Search)
Who to follow
Promoted
SNICKERS® @SNICKERS
Follow

39. PROMOTED ACCOUNT

40. AD PRODUCTS THAT DELIVER ON YOUR GOALS
PROMOTED TRENDS
40
LEVERAGE
REAL-TIME INTENT
JOIN THE
CONVERSATION
BUILD YOUR
AUDIENCE
TARGETING: PRICING:
• Country-level • Global • Daily buy All Promoted Trends are clearly marked with a
promoted icon and appear in the Trends module
in Web and Mobile
Austria trends ・ Change
#SNICKERS Promoted
#SnackTime
#PeanutButter

41. PROMOTED TREND

42. + NEW: AUTOPLAY VIDEO
42
• Rich media creatives
• Automatically play while muted
• Clicking on the video will bring
the user into the full screen
viewer with sound and
continue playing
• Moments to remember

43. AUTOPLAY VIDEO
43

44. AUTOPLAY VIDEO
44
• High impact
• Effective price model (CPV)
• Autoplay videos are shared more frequently
• Detailed targeting options
• 100% viewability
• Updated video analytics

45. AUTOPLAY VIDEO
45
NOW EVEN MORE IMPACTFUL
• People were 2.5X more likely to prefer autoplay videos over
other viewing methods (including click-to-play nd video
preview thumbnails).
• They have better video recall with autoplay. In fact, we saw a
significant 14% lift in video recall over other video formats.
• For brands, during our autoplay tests we saw a 7x increase in
completions of Promoted Videos.

46. ADVERTISING EFFECTS
46
AUTOMATICALLY BROADCAST VIDEOS INCREASE INVOLVEMENT
AND ARE OFTEN SHARED
170% 54% 28%
More engagements
with Autoplay-
videos on Twitter
(in comparisson
with 3rd party
videos)
Twitter users share
Autoplay-videos
with
their friends and
followers
Twitter users are
highly engaged -
higher view rate
(low cost-per-view
and increased
video recall by
consumers)

47. ADVERTISING EFFECTS
47
NATIVE TWITTER AUTOPLAY VIDEOS HAVE HIGHER ENGAGEMENT
RATE THAN 3RD PARTY INTEGRATION
More Replies More Retweets More Favorites
2,8x2,5x 1,9x

48. Twitter‘s targeting capabilities

49. PRODUCT PHILOSOPHY
49
‣ The user experience is foremost
‣ Advertising should be native to the product
‣ Twitter is a bridge, not an island

50. TWITTER‘S AD
CREATIVES

51. CREATIVES ARE MORE THAN JUST 140 CHARACTERS
51
IMAGE CARD SUMMARY CARD VINE CARD PLAYER CARD

52. CREATIVES ARE MORE THAN JUST 140 CHARACTERS
52
Promote products
with
PRODUCT CARD
Drive app
dowloads with
APP CARD
Maximize
site traffic with
WEBSITE CARD
Drive 1-click
conversions with
LEAD GEN CARD

53. Drive website visits
WEBSITE card

54. Value proposition/offer
Tap target
outlined in
grey
Customizable
drop-down CTA
Destination URL
Tweet
copy
CREATIVE THAT PERFORMS: WEBSITE CARD

55. Pay only when users click on the URL
MEDIA + LINK

56. Communicate a
sense of urgency
Deliver a strong
CTA that manages
click expectations
Deliver an offer
and test it in
caps, symbols,
or $$$ vs. %
discount
CREATIVE THAT PERFORMS: MEDIA + LINK

57. Collect an email address from
interested prospects
LEAD GENeration

58. Copy that asks a
question
Customizable
image
Fully customizable
CTA
No clickable
items in copy
Name, email address
and @handle
CREATIVE THAT PERFORMS: LEAD GENERATION

59. #SPEAKBEAUTIFUL + DOVE
59

60. BLACK & BLUE?
OR GOLD & WHITE?
11M Tweets about
#TheDress
THE DRESS
60

61. @TwitterAds | Confidential
Twitter is a bridge, not an island

62. OBJECTIVE BID + PAY FOR
Tweet engagements engagement (CPE)
Website clicks or conversions link click (CPLC)
App installs or app engagements app click (CPAC)
Followers follow (CPF)
Leads on Twitter lead submission (CPL)
Video views video view (CPV)
YOU’LL ONLY PAY FOR ACTIONS TIED TO YOUR OBJECTIVES

63. @TwitterAds |
Confidential
#THANKS
@nastjabreg