Fireside Musings: The Growth Of Real-Time Bidding

Fireplace Flames Today I'm sitting down to meditate on some of the reasons why programmatic ad buying -- real-time bidding (RTB), in particular -- has been showing such strong and steady growth over the past few years, and why industry analysts are predicting continued growth over the next several years. Much of the growth behind RTB has been from two specific areas: mobile and video. So, that's where I will focus my attention today. There seems to be a lot of talk that RTB will ultimately make the biggest difference in mobile. Question: Is this true? If so, why? What kind of impact will it have? How [...]

Twitter Quietly Adds ZIP Code Targeting For US Advertisers

twitter-local-pin-250px Twitter advertisers have a new tool for promoting their tweets or accounts to very specific areas: US ZIP code targeting. It's an addition to the existing geo-targeting options, which already include country-, state-, province- and metro-level targeting options. Postal code targeting is only available for US addresses at the moment. There was no formal announcement of ZIP code targeting, but a Twitter spokesperson tells us that it was made available to US advertisers a few weeks ago. Social Media Today spotted it late last week. ZIP code targeting might be attractive to small/loca [...]

With @TwitterAdTips, Twitter Now Gives Advertising Advice Via Direct Messages

twitter-ad-tips-sm It's fascinating to watch Twitter evolve its direct message system into a marketing and engagement tool. The latest example of that is a new account called @TwitterAdTips that's specifically built for Twitter's advertisers. It promises "personalized tips to improve your Twitter Ads account performance." And it's going to share those tips via Direct Messages. It's the latest of several recent products/accounts that are starting to change what the Direct Message (DM) system can do. In June, Twitter launched the @MagicRecs account that sends content and user recommendations via DM ba [...]

Twitter Amended S-1: Over 70 Percent Of Revenue From Mobile

Twitter-Image Twitter released its S-1 form on October 3. In that document, the company reported revenues of just under $317 million in 2012 and revenues of slightly less than $254 million for the first six months of 2013. This afternoon, Twitter amended its S-1 to reflect Q3 earnings of roughly $168 million. Thus, for the first nine months of this year, Twitter generated revenues of $422.2 million and a loss of approximately $126 million (vs. a little more than $68 million for the same period last year). Accordingly, Twitter will easily clear $500 million in revenue for 2013. Previously, Twitter rep [...]

Twitter Advertisers Can Now Schedule Promoted & Organic Tweets

twitter-clock-time-featured The development of Twitter's ad product takes another step today with the launch of Scheduled Tweets. This gives advertisers of all sizes the chance to time their tweets to specific events or related ad campaigns up to a year in advance. And this is quite interesting: Scheduled Tweets can be either paid (i.e., a Promoted Tweet) or organic. There's also a new "Creatives" tab in Twitter's ad management dashboard that advertisers can use to manage these Scheduled Tweets (and manage their Twitter Cards, too). That's where the advertiser can schedule future tweets via the blue "Compose Tweet [...]

Nielsen Launches Twitter TV Ratings, Potentially A Key Social Metric For Advertisers

twitter-tv-250px Almost a year in the making, Nielsen has finally rolled out its Twitter TV Ratings service, a weekly look at which US television shows have the biggest audience on Twitter. The ratings chart aims to track an overall audience for each show, based on the total number of tweets, how many unique accounts tweet about a show and how often those tweets are seen. It's seen as a potentially key metric for brands and advertisers as they try to gauge the value of the social conversation surrounding the networks, shows and actors/actresses that they associate with through TV ad buys. And with its IP [...]

Twitter: No Current Plans To Put Ads On Vine, #Music Apps

While there's a lot of talk today about how Twitter will need to dial up its advertising revenues as a public company, there are a couple places the company says that won't happen: its Vine and #Music apps. Buried inside the Table Of Contents of Twitter's S-1 filing Thursday is this description of Vine and the mention of ads (which I'll emphasize in bold): Vine is a mobile application available on the iOS and Android operating systems that enables users to create and distribute short looping videos of up to six seconds in length. Vine users create and distribute their videos to their fol [...]

Twitter’s S-1 Highlights Strength Of Mobile, International Advertising Opportunities

twitter-map-geotarget-featured In its S-1 filing made public yesterday, Twitter disclosed international users make up 77 percent of Twitter’s average MAUs (monthly active users). Yet, international advertisers generated just 25 percent of consolidated revenue in the three months ended June 30. Twitter’s second quarter advertising revenue per timeline view (which is what the company is reporting instead of revenue per user, and which actually means revenue per 1,000 timeline views) was $0.80, a 26 percent year-over-year increase according to the filing. The revenue per timeline view is significantly higher in the U [...]

Twitter Deal With NFL Will Bring Instant-Replay & League Highlight Videos Via Sponsored Tweets

twitter-nfl-featured Twitter and the NFL have announced a new ad partnership, allowing the social media company to share instant-replay footage from the league via sponsored tweets. According to a report on Reuters, "Under the new agreement, the NFL will package in-game highlights and other video content - as well as a short ad from a marketer - inside tweets that are 'sponsored' and distributed by the marketer during games." Without giving specifics, Reuters claims that the NFL and Twitter will split revenue earned from the sponsored Tweets. The announcement confirmed that the new deal is Twitter's largest [...]

Twitter Courting TV Networks To “Amplify” Revenues

twitter-tv-200px Twitter executives are in New York this week ("Ad Week") pitching TV networks on its ad products, especially its second screen ad program "Amplify." According to the Wall Street Journal, Twitter is positioning Amplify as part of a bundled TV ad sale: With Amplify, networks post short video replays on Twitter in near-real time. The video is sponsored by a brand. The network and Twitter each get a cut of the ad proceeds.  Amplify was originally introduced earlier this year. TV networks and entertainment companies aggressively market themselves on social media. However Twitter and its hasht [...]

Twitter’s Dick Costolo: “We Don’t Send Ads Via Push Notification”

twitter-new-logo-blue Hot on the heels of yesterday's IPO announcement, Twitter CEO Dick Costolo has had to clarify that the company isn't testing the sending of sponsored tweets via push notification. The background is that several Twitter users have reported that they're getting tweets pushed to their mobile devices from Dropbox -- tweets that go beyond the types of notifications that the user has signed up to see. One of those users was Buzzfeed's John Herrman, who wrote about the situation with a headline that originally asked, "Is Twitter testing push notification ads?" While Twitter's communications tea [...]

For Twitter Retargeting, Communication Is Key

Mars-Curiosity-Twitter-Bio-600x368 This past July, Twitter followed in Facebook's footsteps with the announcement of retargeting. In a company blog post, Twitter said that they would begin experimenting with a way to make ads on Twitter more useful to its users in the United States by displaying promoted content from brands and businesses users have shown interest in. They went on to say that users won't necessarily see more ads on Twitter, but they may see better ones. While the overall premise of retargeting -- which focuses on serving relevant ads to consumers based on online behaviors -- remains the same, retargeting on [...]

Twitter Buys MoPub For $350M In Run Up To IPO

twitter-money-200px Yesterday TechCrunch first reported that MoPub had been acquired by Twitter for roughly $350 million. That number was not confirmed by either company however. MoPub is a real-time-bidding mobile ad exchange for apps that falls into the category of "programmatic" ad buying. The acquisition brings technology and a third party mobile developer/publisher network to Twitter. MoPub said yesterday in a blog post that nothing would change for its publishers and that Twitter would help it strengthen its services. Twitter was pretty clear about what it was after in buying MoPub: The MoPub team [...]

Twitter Lead Gen Cards Get New Features & A Full Release To All Advertisers

twitter-tweet-featured Early this Spring, Twitter tested a lead-generation tool for advertisers. A few months after the announcement, select advertisers were given access to the lead gen card ad units.. Today, all advertisers will have access to the Lead Generation Card product. In addition to opening to all advertisers, Twitter is also souping up the capabilities of the cards as well. Some new features of the cards include: Easier set-up and lead collection Creation of the new cards will now take a matter of minutes thanks to a simpler setup process. Advertisers will also be able to download leads direc [...]

Twitter Meeting With Banks Ahead Of Expected IPO Filing

twitter-birds-followers-featured The NY Post is reporting that Twitter executives are meeting with a host of Wall Street firms to decide who will take it to the IPO prom. Apparently, these are very preliminary meetings to communicate basic considerations and concerns to the banks. The article suggests that Twitter's thinking about its IPO is being substantially shaped by the experience of Facebook. Twitter CEO Dick Costolo and company want a "lower profile" IPO that doesn't become overheated and subsequently disappoint investors as Facebook's did (though the latter has now recovered). The Post says: JPMorgan Chase, Gol [...]

Twitter Claims Promoted Tweets Lift Offline Sales By 12% For CPG Brands

Twitter Logo Twitter announced today that it has launched an analytics tool that measures the impact of Promoted and organic Tweets on offline CPG sales. Using the "offline sales impact" tool developed in conjunction with data analytics company Datalogix, Twitter measured organic and paid activity for 35 different CPG brands on the site, spanning a number of industries, including beverages, food, wellness, household products and alcohol. According to the findings, Promoted Tweets resulted in people buying more: "Followers who are exposed to Promoted Tweets purchased 29 percent more from that brand th [...]

Twitter’s Latest Updates To Ad Setup Process Lets Users Save Draft Campaigns

Twitter Bird Three years after launching their advertising platform, Twitter has announced new updates to their ad campaign setup process. Rolling out over the next few weeks, the updates will provide more information and visual aids, including a progress bar to show users where they are in the setup process, more contextual help when selecting ad options, and a 'Targeting Summary' box. Also, advertisers can now save draft campaigns to finish at a later time, or let someone else complete. According to the announcement, advertisers will, "...find a friendlier and more intuitive campaign setup experien [...]

Twitter Apologizes To Three Users For Faking Tweets In Blog Post

Hey @Neil_Gottlieb, @WilliamMazeo, @subhash_tewari - so sorry about the confusion earlier today. We're fixing the problem now. — Twitter Advertising (@TwitterAds) July 23, 2013   That's the apology that Twitter sent out yesterday to three users whose accounts were used without their knowledge in Twitter's blog post about its TV ad targeting product. As first reported, Twitter was caught making up tweets from those three users in a screenshot that was published on Twitter's blog. In the original screenshot, Twitter created tweets from those three that talked about a [...]

Twitter TV Ad Targeting Now Live To National Television Advertisers In U.S.

twitter-video-tv-featured Today, Twitter announced the general availability of TV Ad Targeting, which launched in beta this May. The program allows national television advertisers in the U.S. to target Promoted Tweets to users who tweeted about the TV shows their ads ran against. The beta appears to have been a quick success. Through the company's partnership with Nielsen to measure second screen brand impact with the Nielsen Brand Effect for Twitter survey tool, Twitter says brands in the beta, including Adidas, Holiday Inn, Jaguar and Samsung, saw higher message association and purchase intent. Twitter says use [...]

“Tailored Ads” Will Make Twitter Advertising More Personal, Enable Retargeting

twitter-target-tweet-featured Twitter is launching "Tailored Ads," a means for advertisers to deliver highly personalized ads to users on Twitter. The company is also providing options for those who don't want to be retargeted this way. Twitter announced the news on its blog, while the name for the new product offering itself is covered on the associated help page. Called "Tailored Ads," it will allow advertisers to use information they know about a particular person to better target them with ads, when that person is on Twitter. Retargeting Comes To Twitter For example, an advertiser may know when someone who has [...]

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