This Slideshare preso covers off on an overview of Twitter’s ad products (Promoted Accounts, Promoted Tweets, Promoted Trends) as well as the strengths and weaknesses of both.

1. TWITTER
ADVERTISING
BASICS

2. Twitter Facts
Twitter 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
> 200,000,000+ active users
> 400,000,000 tweets per day
TWITTER ADVERTISING BASICS : 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

3. 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 ADVERTISING BASICS : AD OPPORTUNITIES

4. Promoted Account
> Appears on Twitter.com within the “Who to
follow” sidebar and on mobile apps within the
“Discover” section
> Target users based on:
> Interests (e.g., burgers, snowmobiles,
etc.). Twitter has more than
350 interest categories and sub-
categories
> Follower look-alikes (based on Twitter
handles that users follow)
> Geographic location (by country level;
DMA and state level targeting available
for U.S.; regional targeting available for
the U.K. and Japan)
> Cost-per-follow (CPF) cost model
> Available via self-serve platform for
application
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES

5. Promoted Tweet
> Visible in user timelines and search results
> Target users based on:
> Followers and/or follower look-alikes (based
on who users follow)
> Geographic location (by country level; DMA
and state level targeting available for U.S.;
regional targeting available for the U.K. and
Japan)
> Keywords (within user search results only)
> Device (desktop, iOS, Android, Blackberry)
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES

6. Promoted Tweet cont.
> Cost-per-engagement (CPE) cost model
> Engagements = clicks, retweets,
@replies and favoriting a tweet
> Brands can post a “dark tweet” that is not
published to all of its followers, but is available
for promotion
> Available via self-serve platform for application
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES

7. Promoted Trend
> Appears on Twitter.com at the beginning of the top 10 trend list
and on mobile apps within the “Discover” section
> $150K daily spend required
> 24-hour period of ownership
> Target users based on country only
TWITTER ADVERTISING BASICS : AD OPPORTUNITIES

8. Analytics
Data available:
> Impressions
> Profile views
> Follows
> Follow rate
TWITTER ADVERTISING BASICS : ANALYTICS
Data available:
> Impressions
> Clicks
> Retweets
> Replies
> Engagement rate
> Device
> Geography
> Gender
> Interests
PROMOTED ACCOUNT
ANALYTICS
PROMOTED TWEET
ANALYTICS

9. Strengths
> Turnkey creative allows for easy testing
> Easily optimized
TWITTER ADVERTISING BASICS : STRENGTHS & WEAKNESSES
Weaknesses
> Nonstandard creative
> Nonstandard 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
Strengths vs. Weaknesses

10. In the News
> According to Greencrest Capital, Twitter may be “On
Flight Path to 2014 IPO” based on site
enhancements, advertising advancements and new
partnerships
> Twitter is said to be increasing Promoted Trend
pricing on premium days (e.g., the Super Bowl) due
to high-volume site usage during those times
TWITTER ADVERTISING BASICS : THE FUTURE
Promoted trends during the Super Bowl

11. In the News cont.
TWITTER ADVERTISING BASICS : THE FUTURE
> Twitter has a new ad product offering called Twitter Amplify, which
allows brands to advertise to users who are tweeting about
specific TV shows while the show is airing
> In addition to Twitter Amplify, Twitter also offers “video
fingerprinting,” which allows broadcast advertisers to view Twitter
activity that occurred as a result of their TV spot via a data
dashboard. This new feature is currently being tested by a few
select brands
During the 2013 Finals, the NBA used Twitter
Amplify to push Rapid Replays to users‟
mobile phones.

12. In the News cont.
> Advertisers can now use email
addresses and cookie IDs to target
users on Twitter for remarketing
(desktop only). Twitter is currently
working with third-party tracking
companies Adara, Chango and
Media6Degrees
> Twitter allows brands to create
expanded tweets that include Lead
Generation Cards which allow
businesses to gather leads
> The cards pre-populate users‟
information to allow for ease of use
> These cards are available to all
advertisers and do not require ad
spend
TWITTER ADVERTISING BASICS : THE FUTURE

13. Sources
TWITTER ADVERTISING BASICS : SOURCES
BIA/Kelsey U.S. Local Media Forecast, May 2012
Christopher Heine. (1/22/2013). Twitter Hikes Promoted Trend for Super Bowl Looks to maximize revenues
during biggest media days. In www.adweek.com. Retrieved 1/25/2013 from
http://www.adweek.com/news/advertising-branding/twitter-hikes-promoted-trend-super-bowl-146684
Christopher Heine. (5/23/2013). Twitter‟s TV Ad Targeting Uses „Video Fingerprinting‟ New system could
boost Promoted Tweets‟ effectiveness. In www.adweek.com. Retrieved 8/5/2013 from
http://www.adweek.com/news/technology/twitters-tv-ad-targeting-uses-video-fingerprinting-149740
Christopher Heine. (7/3/2013). Twitter Debuts Ad Targeting Based on Email Addresses and Cookies Smacks
of marketing potential, could draw privacy ire. In www.adweek.com. Retrieved 8/5/2013 from
http://www.adweek.com/news/technology/twitter-debuts-ad-targeting-based-email-addresses-and-cookies-
151001
Daniel Terdiman. (1/23/2013). All signs point to Twitter IPO in 2014, research firm says. In www.cnet.com.
Retrieved 1/25/2013 from http://news.cnet.com/8301-1023_3-57565461-93/all-signs-point-to-twitter-ipo-in-
2014-research-firm-says/

14. Sources cont.
TWITTER ADVERTISING BASICS : SOURCES
Sarah Kessler. (3/26/2012). Twitter Launches Self-Serve Advertising for Small Business. In
www.mashable.com. Retrieved 1/25/2013 from http://mashable.com/2012/03/26/twitter-
small-businesses/
Twitter Advertising. (5/22/2013). Capture user interest with the Lead Generation Card. Retrieved 8/5/2013
from https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
Twitter Advertising. (5/23/2013). Twitter Amplify partnerships: Great content, great brands, great engagement.
Retrieved 8/5/2013 from https://blog.twitter.com/2013/twitter-amplify-partnerships-great-content-great-brands-
great-engagement

15. THANK YOU
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