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 [...]


Twitter Launches Broad Match Keyword Targeting

Twitter logo Today, Twitter introduced broad match keyword targeting to give advertisers more scale by capturing synonyms, spelling variations and word order as well as words typed in Twitter speak. In the example below, you can see some of the variations that would trigger the broad match version of "love coffee" including the shorthand "luv" and "latte" as a synonym for coffee. Advertisers can use broad match modifier to prevent specific words in a phrase from being matched to other variations by prefacing the word with the plus sign (+).  Words with plus signs will not be matched to related t [...]


Twitter Launches Ad Retargeting: “Tailored Audiences” Bring Retargeting To Mobile

twitter-retargeting-arrows-featured Today Twitter announced the global roll-out of Tailored Audiences, the targeting capability the company began testing in beta in July. Tailored Audiences gives Twitter a retargeting product and more. As with Facebook, advertisers can use first party data to retarget their own site visitors, or tap into third party data to reach new custom audiences. Twitter is launching Tailored Audiences with ten vendor partners: Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1]. Advertisers must work with one of those vendors to buy on the exchange. Beta tester [...]


Are Twitter Ads Right For Your Local Business? How To Decide

twitter-cupcakes-1379072601 With Twitter blasting out of the gate with IPO news, not to mention 230+ million monthly active users, many local marketers have been left wondering: when does it make sense for a local business to test Twitter ads? And, how much time and energy should be devoted to Twitter with the myriad of other social media platforms out there? For certain local businesses, Twitter can serve as a terrific channel for boosting their online presence, raising overall awareness, attracting new followers and leads, as well as driving more traffic to their website and customers to their doorstep. Twitter [...]


Twitter Now Lets More Advertisers Target TV Show Conversations

twitter-tv-250px Today, Twitter announced a new ad product that allows all advertisers to target users who are tweeting about TV shows, not just those advertisers who are also running spots on those shows. Twitter's TV ad targeting product, launched earlier this year, lets television advertisers promote tweets to users who are referencing the shows in which their ads are appearing. Now TV conversation targeting opens this type of engagement up to those companies that aren't running TV ads in the specific shows they want to run promoted tweets against. "Now advertisers can easily reach Twitter users expos [...]


Twitter’s Holiday 1-2 Punch: Free Ads & Retail Impact Survey

twitter-new-logo-blue With an IPO in its rearview mirror and the holiday season straight ahead, Twitter is making a big push to attract both retail shoppers and advertisers this week. In conjunction with Small Business Saturday, Twitter is giving away up to $1 million in free ads. Advertisers will be able to use the credit for either the Promoted Accounts or Promoted Tweets product, and registration is required through the link earlier in this paragraph. The offer is only open for Twitter accounts with a US address that have never advertised on Twitter before. Twitter also wants to position itself as a valuab [...]


American Express To Sponsor Fox TV Clips Promoted Through Twitter Amplify

twitter-tv-video-featured Fox Broadcasting Company along with American Express are the latest to partner with Twitter's second screen promotional program Amplify. Fox will bring American Express-sponsored video clips of several of its top scripted shows including "The Mindy Project", "Glee" and "Brooklyn-Nine-Nine" to Twitter. The content will be marked as promoted by American Express, along with short pre-roll video ads running ahead of each clip. Twitter and the network each receive a portion of the ad revenue. Jean Rossi, executive vice president, Sales, Fox Broadcasting Company, said, “We are thrilled to co [...]


Twitter’s Self Serve Ads Cross The Pond & Head North, Opening In The UK, Ireland & Canada

Twitter logo Just one week after going public, Twitter is making major ad moves. Now according all small and medium enterprises can leverage the self-serve platform to purchase ads on the social network. Previously advertisers were required to have a working relationship with Twitter, this change will open the floodgates for all advertisers. In addition to the United Kingdom self-serve ads are rolling out to Ireland and Canada. The ad types are unchanged from the offerings to Americans. To start users simply need to head to the Ads Page on Twitter. Twitter product manager Ravi Narasimhan, told The G [...]


Twitter Expands Mobile Ad Targeting To Device, OS Version, WiFi

Twitter logo Today Twitter announced new options for targeting ads on mobile devices. No longer limited to device targeting, advertisers can now segment audiences based on mobile operating system version, specific device and whether or not the devices have WiFi connectivity. For example, app marketers can target only those users with compatible OS versions and with the WiFi capability to support an app download or app card engagement. The targeting capabilities will also allow marketers to advertise to users with devices that align with their campaign goals and their target customers based on existing a [...]


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