Twitter’s MoPub Will Open Its Native Ad Market For Apps Tomorrow

mopub Twitter continues to go native. Today it announced that its native ad product for mobile apps, in testing since Twitter's $350 million acquisition of MoPub in December, will be rolled out globally on Wednesday. The product offers app developers the ability to create native ads for their own apps, an ad server to push ad campaigns into native inventory and an extension into OpenRTB that allows other publishers to bid on the ad units. Twitter has long been a proponent of native ads. Promoted tweets are a prime example of the ad form, in which ads are designed to look and feel like standard [...]


Twitter Expands Mobile Ad Offering With App Install Ads & New Twitter Publisher Network

twitter-advertising-featured Nearly 6 months ago, Twitter purchased mobile ad startup MoPub for a reported $350M to help bolster their overall mobile offerings. Today, Twitter is making good use of this acquisition with the launch of a new mobile app promotion suite and the announcement of the Twitter Publisher Network. The new suite not only follows suit with Facebook-like App Ads for Installs, but also helps promotes apps outside of Twitter thanks to the MoPub network. The mobile app promotion suite consists of targeting, creative and measurement tools to help push mobile apps. Right now this is in private be [...]


Perfect Audience Launches Self-Service Retargeting Solutions For Facebook Dynamic Ads & Twitter

perfect-audience-icon Perfect Audience launched in 2012 to offer self-serve solutions that allow mid-tier marketers to manage their own retargeting campaigns. Within the past month, the company has launched new services for managing dynamic ad retargeting on Facebook and now for Twitter's new tailored audiences retargeting solution. Advertisers can set up and manage Facebook dynamic ad retargeting campaigns through the Perfect Audience platform by connecting their Google Merchant Accounts and importing products feeds. The solution launched with roughly 300,000 products and is now being used to promote more than [...]


With Cover Buy Twitter Joins Battle Of Android Homescreens

Cover acquired by Twitter First there was Facebook Home, then Yahoo with Aviate and now Twitter with Cover. Cover is another Android launcher or intelligent homescreen. Yesterday Cover announced it was being acquired by Twitter. Terms weren't disclosed. Cover says it will be business as usual, at least for the time being. Like Aviate, Cover will show different apps in different locations, at different times of day. It's a personalization tool essentially. It's possible that the Cover team will be deployed to create more personalization and contextually relevant experiences on Twitter for mobile devices general [...]


Experimental “Click-To-Call” Ads May Soon Boost Twitter’s Direct Response Offering

call-phone-600 Since the Twitter's IPO last fall there has been no shortage of innovation with ad offerings. From retargeting to tailored audiences to promoted accounts in search, Twitter has been busy. According to Digiday, a new test will focus on bolstering the Direct Response capabilities that the network can offer. The new ad type being tested is a "click-to-call" action that will allegedly display a large button alongside an ad. The user will then be able to quickly call the advertiser with one click. This would be an attractive option for a variety of advertisers including local (booking events, [...]


Is Twitter’s Flirtation With Agencies An Effort To Court “Normals”?

twitter-advertising-featured Looking for a higher profile outside its social network, Twitter is turning to advertising agencies for help, according to a post in Advertising Age today. In the last several weeks, the trade journal reported, Twitter has been inviting agencies to pitch creative concepts for marketing Twitter's service and building its brand. Twitter's media spend is expected to be low and it's looking for one-off projects rather than a long-term deal. This move can be seen as Twitter hedging its bets and making itself more accessible to regular (not especially techie) people. Its place as the socia [...]


ABC Joins Other U.S. TV Networks In Twitter Amplify Program, Just In Time For The Oscars

twitter-tv-200px Twitter has pulled the last holdout among the major U.S. television broadcasters into its Amplify program. ABC will commence its partnership with Twitter to coincide with the airing of the Academy Awards on Sunday, March 2. First reported by Variety, ten tweets first sent out from @TheAcademy Twitter account will be sponsored by Samsung Electronics when pushed out by ABC through Amplify. Whereas other Amplify campaigns have featured video clips, ABC's Oscar's campaign will feature Twitter Mirror selfies of stars taken in the green room backstage at the Oscars. “These things take off on [...]


How Adobe Used Twitter Lead Gen Cards To Drive Enrollments For A Brand New Online College [Case Study]

Twitter logo Anyone involved in marketing online higher education programs knows how competitive the space is. How is a new school with no name recognition supposed to compete with the plethora of institutions vying for attention at a reasonable cost-per-lead? This was the challenge Adobe faced in marketing their client Mount Washington College. Though it's owned by online education behemoth Kaplan, Inc., Mount Washington College (MWC) had changed its name and begun offering online degree programs in mid-2013. Adobe was tasked with increasing brand awareness and online engagement for the school while dr [...]


Twitter Launches Promoted Accounts In Search Results

twitter-follow-us-600 Today, Twitter announced it is expanding ad inventory for Promoted Accounts to search results. Twitter will automatically serve Promoted Accounts ads in relevant search results based on an advertiser's existing targeting criteria. Advertisers already running Promoted Account campaigns don't have to take any action to be included in the search results listings. Currently, Promoted Tweets are sometimes served in search results and the recommendations for accounts to follow are organic, as shown in the example below. Promoted Accounts can now show along with the organic recommendations [...]


New Name, Familiar Partners: Twitter Introduces The “Marketing Platform Program”

Twitter-Large How time flies. It's been a year now since Twitter released their Ads API to help advertisers harness the full power of Twitter Ads. Throughout 2013 Twitter began adding API partners that excelled in targeting, tracking and measurement. Yesterday Twitter officially announced a new name for their suite of ads partnered dubbed "Marketing Platform Program." Those companies that have officially teamed up with Twitter can be found in the new Marketing Platform Partners section. Each partner can be broken down by both location and also by partner type: Ads API or Targeted. A badge is also associa [...]


Twitter Extends Offline Sales Impact Reporting To U.S. Automotive Advertisers

Twitter-Large In conjunction with its data partner Datalogix and automotive insights firm Polk, Twitter announced today that automotive advertisers in the U.S. will be able to measure the offline sales impact of their Promoted and organic tweets. The company first introduced offline sales impact reporting for the consumer packaged goods (CPG) sector last August. For the automotive reporting, Twitter matches up unreadable, scrambled (hashed) email addresses from Datalogix, to provide information about Twitter activity in aggregate. Datalogix can then pair that Twitter activity to vehicle purchases capture [...]


Facebook & Twitter Data Partner Datalogix Acquires Shopper Analytics Firm Spire Marketing

Datalogix Datalogix, a third-party data partner of both Facebook and Twitter, is acquiring shopper intelligence firm Spire Marketing, according to an Ad Age report. Datalogix helps marketers marry offline purchasing data to digital ad performance. It is one of the data providers that powers Facebook's partner categories, which allow advertisers to target audiences based on Datalogix consumer data as well as Facebook's own targeting categories. Twitter has also partnered with Datalogix, initially to help CPG brands advertising on the platform to measure the offline sales impact of their digital campai [...]


Esurance Awarded Its $1.5 Million Prize: What’s Next & Will The 200,000 New Twitter Followers Stay

Esurance Twitter Sweepstakes Winner It was a risky move waiting until the Super Bowl had ended to advertise the start of a giant $1.5 million Twitter sweepstakes, a risk exacerbated by the fact that the game was a rout. Fortunately for Esurance, it was immediately clear that its late play broke through the noise of the actual game-time advertisers. According to new stats from Leo Burnett, Esurance's agency, there were more than 200,000 entries using the hashtag #Esurance30 within the first minute of the ad airing. Since awarding the palette of cash to the lucky winner on Wednesday night's The Jimmy Kimmel Show, the brand is now [...]


TV Ads Go Better With Hashtags? Twitter Says So

twitter-tv-video-featured As Twitter gets set for its first earnings announcement later today, the company continues its full court press for ad dollars with claims today that television ads go better with Twitter. The company shared details from three separate studies -- all commissioned by Twitter -- that look at the relationship between TV ads and Twitter users/activity. The primary findings from each study: Using hashtags in TV commercials drives positive brand conversation. One study found that TV ads with hashtags had 42% more Tweets about the ads than those without hashtags. Twitter users are les [...]


Still Trending: How Esurance Became The Most Talked About Brand Of The Super Bowl

esurance-superbowl-ad-featured According to the latest data from Networked Insights, Esurance has won what might be dubbed the "Conversation Bowl" with 539,610 (and climbing) conversations on Twitter -- far higher than number two T-Mobile's 309,780 conversations -- with an ad that ran after the Super Bowl ended. Esurance itself now says its campaign has earned more than one billion impressions and two million tweets (see the latest stats at the end). The company executed a timed-to-a-tee teaser campaign to drum up awareness that it would be announcing something big in an ad right after the Super Bowl. And, yes, it then d [...]


How To Be The #1 Trending Hashtag On Twitter: Lessons From Nat Geo’s #KillingKennedy Campaign

nat-geo-twitter-featured The National Geographic Channel regularly uses both organic and paid campaigns to engage audiences on Twitter. For its film, Killing Kennedy, timed to premier the week before the 50th anniversary of the assassination of JFK, Nat Geo wanted to make a big impact on Twitter to build excitement and drive viewership. Armed with Twitter-savvy celebrities and a wealth of visual assets, the team employed Twitter TV ad targeting for the first time to reach beyond its follower base of just over 520 thousand followers. Nat Geo and its agency Mediahub/Mullen encouraged the cast -- including stars Ro [...]


Twitter Adds New Tailored Audiences Options: Upload From Your CRM, Target By Twitter ID

twitter-advertising-featured Twitter debuted tailored audiences just over a month ago to give advertisers more sophisticated targeting capabilities, including retargeting, on the social platform. Today the company announced new ways to create target audiences that should greatly expand their appeal for marketers. A key new feature, Twitter advertisers can now create tailored audiences using email addresses from their CRM systems. Emails are sent to Twitter in an encoded format and then matched to Twitter accounts. The limitation with CRM integrations are is they only work when the user has provided the same email to bo [...]


Twitter Launches Conversion Tracking, Now Available Globally

twitter-new-logo-blue Today, Twitter has announced the global availability of long-awaited conversion tracking capabilities. Conversion tracking gives advertisers better insights into how Twitter ads are driving conversion actions on their sites. Twitter's conversion tracking tag captures the impact of users who engaged with Promoted Tweets as well as those who simply viewed a Promoted Tweet, what's often referred to as a view-through conversion. In addition to clicks, engagement attribution includes Tweet expands, retweets, replies, favorites and follows. Advertisers can adjust the attribution window for bot [...]


100+ Ad Agencies To Follow On Twitter

Twitter top 100 ad agency list Wondering what advertising agencies you should be following on Twitter? We just saved you a few hours of work, with our new Marketing Land list of major ad agencies on Twitter. How To Follow These Top Ad Agencies Want to follow individual agencies? See the member list here, then click "Follow" for the ones you want to follow (sorry, Twitter doesn't make it possible to mass follow everyone on the list). Subscribing To The Ad Agency Feed If you're a TweetDeck user, use the Subscribe option as a way to easily keep up with what the various agencies are tweeting in a special column. [...]


Twitter Expands Promoted Accounts Into User Timelines On Mobile

Twitter Logo Twitter is opening up one of its current advertising tests to all advertisers. The test has involved showing Promoted Accounts in the regular user timeline on iOS and Android devices, not just in the "Who To Follow" recommendations. Twitter has been testing this with some of its advertisers, and announced today that the test is expanding to all advertisers globally. From today's post: These recommendations leverage Tweets as a call to action and display natively in the home timeline. For example, a new coffee shop could run a geo-targeted Promoted Accounts campaign in timeline to build [...]


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