Module 6: Putting it all together: Sample Twitter video media plans

Transcription

1 Module 6: Putting it all together: Sample Twitter video media plans Examples are always helpful. Now that you ve learned about Twitter s video ads, it s time to put your knowledge to use and learn how to build a plan you can present to your clients. In this module, we ll look at three real-world examples from media buyers who need to: Learning Objectives: You should be able to: Build a media plan mapping Twitter video ad formats, audiences, and targeting to common brand RFP requirements throughout the life of a flighted campaign. Pitch your Twitter video media plan to brands using key differentiators related to Twitter s audience, inventory, and value. 1. Extend a TV campaign to mobile and reach a larger audience. 2. Drive relevance for a food and beverage brand. 3. Launch a film. We ve organized these examples by common agency roles. Feel free to jump to whichever example most closely matches your role or advertiser objective. We hope these examples, solution structures, and campaign flight plans will be useful as you build your plan and help your client succeed. 1

2 The Need: A TV buyer needs incremental reach (TRP) for a retailer Our first example is fairly straightforward. A TV buyer representing a retail client needs to reach a larger audience beyond a linear TV buy. With scatter budget, available key considerations are: The Need: 10 incremental TRPs (Targeted Rating Point) per week for 4 weeks, following the linear TV campaign. Seamless transferability of TV creatives (:15 and :30 spots). Reliable in-demo delivery on premium brand-safe inventory. No other social presence assets or landing URL required. The Audience: Adults Sports enthusiasts Success Metrics: Nielsen TRP demo coverage MOAT viewability Impressions Demo Accuracy percentage The Plan: A TV buyer needs incremental reach (TRP) for a retailer Linear TV Linear TV In-Stream Video Ads Adults Sports Content Category Price Per Point Week -2-0 Week 1-4 2

3 Proposed Solution: A TV buyer needs incremental reach (TRP) for a retailer In-Stream Video Ads deliver efficient reach in a TV-like environment. Stream Format Audience Targeting Pricing Measurements Week 1-4 In-Stream Video Ads Adults Sports CPM/TRP Nielsen + MOAT Process: In-Stream Video Ads: 1. Contact Twitter Client Partner 2. Review inventory availability, content targeting, and pricing. 3. Define required measurement, Nielsen, MOAT, etc. 4. Provide creatives and unit length (:6, :15, :30). 5. Run campaign. 3

4 The Need: A digital buyer needs to drive relevance through an evergreen campaign for a food & beverage brand A snack brand wants to drive relevance and increase frequency of purchase by expanding outside their consumers typical consumption habits. The brand wants its snack, a top seller, to be considered a key ingredient in the kitchen as well as a beloved stand-alone treat. The Need: Associate their brand with different consumption habits and behaviors. Align their brand with high-quality, brand-safe content. Transferability of existing video spot Easy implementation with no social asset management. Content integration or extension The Audience: Millennials, Interests include food, music, sports, technology. Behaviors include on-the-go, non-traditional, heavy mobile users; early adopters. Success Metrics: Extend awareness to this new audience and behavior, and align brand with snacking and cultural moments that matter. Ultimately, frequency of purchase is the key brand metric. The Plan: A digital buyer needs to drive relevance through an evergreen campaign for a food & beverage brand In-Stream Video Ads Content Categories: Sports, Entertainment & Pop Culture, Food & Drink. Audience Interests: food, cooking In-Stream Video Sponsorship Pre-roll + Content Integration Week 1 Week 4 Week 8 4

5 Proposed Solution: A digital buyer needs to drive relevance through an evergreen campaign for a food & beverage brand In-Stream Video Ads deliver efficient reach in a TV-like environment. Timeline Format Audience Targeting Pricing Measurements Week 1-8 (Sustain) In-Stream Video Ads Adults Content Categories: Sports, Entertainment & Pop Culture, Food & Drink. Audience Interests: food, cooking CPV/CPM Viewability Demo Verification DCM integrated reporting Week 4 In-Stream Video Sponsorship Adults In-Stream Video Sponsorship: Pre-roll + Content Integration Fixed Rate Reach Process: In-Stream Video Ads 1. Ask your Twitter Client Partner for access to buy In-Stream Video ads in the Twitter Ads Tool 2. Select the objective In-Stream Video Ad Views (Pre-Roll). 3. Upload video creatives. 4. Select In-Stream Categories. 5. Set targeting, bid, and budget as you normally would before launching the campaign. 6. Analyze performance in Twitter Ads dashboard and optimize as needed. 7. Pull reporting in dashboard. Process: In-Stream Video Sponsorships: 1. Contact Twitter Client Partner. 2. Choose the content to sponsor. 3. Check availability, exclusions, and integration packages. 4. Sign IO. 5. Run Campaign. 6. Measure and report results to client. 5

6 The Need: Social buyer needs to launch a film A movie studio wants to drive buzz and ticket sales to support the release of a superhero franchise film targeted at millennial movie enthusiasts. The Need: Heavy awareness around launch of the trailer. Drive conversation and buzz (earned media) throughout (4 weeks). Drive ticket sales in the weeks before and after release date. The Plan: Social buyer needs to launch a film The Audience: Males Film enthusiasts. Interested in action movies, pop culture. Success Metrics: Awareness (high impact placement + views) Conversations (mentions) Website Traffic/Clicks Twitter First View Audience: ALL Twitter Promoted Video (Conversational Video Ad, Video Website Card) Multiple Cards and Ad Groups based on campaign KPIs Audience: Males Trailer Drop (anticipate) Week 1-2 Opening weekend (launch) Week 3-4 6

7 Proposed Solution: Social buyer needs to launch a film Timeline Format Audience Targeting Pricing Measurements Launch (opening weekend) First View ALL Flat Rate (contact Twitter Client Partner) Impressions + Views Trailer drops (anticipate) through theatrical window (maintain) Promoted Video Video Website Card (drive sales) Promoted Video, Conversational Video Card (sustain buzz) Males (by objective) Video Website Card = CPC Conversational Video Card = CPV/CPM Promoted Video = CPV/CPM VWC = CTR CPV for other formats Process: Promoted Video Video Website Cards + Conversational Video Ads 1. Go to ads.twitter.com. 2. Upload creatives + create cards. 3. Choose objective. 4. Select bid, targeting, audience, and review available inventory. 5. Map creatives to campaign. 6. Run campaign. 7. Optimize and report. Process: First ViewContact 1. Contact Twitter Client Partner. 2. Secure day and regional availability. 3. Check exclusions. 4. Sign IO. 5. Upload (in ads.twitter.com) creatives and map to First View campaign 6. Optimize and report 7

8 Time to check your knowledge You ve almost made it to the end of Twitter Video Ad Foundations. On the next page, you ll be able to take a self-assessment to test what you ve learned. Don t worry, your manager won t receive your score. But we recommend taking this test as a learning tool to evaluate your new expertise. Before you take the self-assessment, you may want to flip back through the course to review key points and figures about Twitter Video Ads. Following the assessment, you ll have an opportunity to provide feedback, and we d love to hear from you. Good luck! 8

9 Video Advertising on Twitter Assessment Questions 1. Two macro factors in the growth of digital video and video advertising on Twitter include: A. Overall trends in behavior shifting to consuming online video, and the effectiveness of Twitter video ad formats B. Effectiveness of watch with video ad formats C. Increasing global bandwidth and an increase in user-generated content D. Increases in hours spent watching TV and an increase in smartphones in developing markets 2. Video on Twitter has increasingly become a cost-effective option, having recently seen a: A. 100% millennial share of voice B. Cost per engagement (CPE) reduction of 42% year-over-year C. 4x year-over-year decline in cost per engagement D. 21% year-over-year decline in make-goods due to ad verification 3. Advertisers face the challenge of reaching an audience who are receptive to, and who will engage with, their messages. Video on Twitter is an effective placement for driving engagement and action because: A. More than 50% of people on mobile devices are likely to respond to any ad within the first three seconds B. Every video ad has a call to action C. CPVs and CPMs are equally efficient at delivering an action-oriented audience D. 89% of people say Twitter influences their purchasing decisions, tying Twitter with Instagram and beating out YouTube and Facebook 9

10 Video Advertising on Twitter Assessment Questions 4. According to (Firefish & The Numbers Lab (2016), Promoted Video on Twitter stands out on media plans because: A. 60% of people agree that branded content on Twitter is trustworthy (significantly higher than on Facebook and Instagram) B. TTB (Twitter Translate Brain) automatically translates ad copy in 27 languages reaching 99% of all people on Twitter with purchase intent C. There is no character limit on branded Tweets D. 76% of people on Twitter routinely click on >3 ads per month 5. When we refer to Twitter audiences as influential, this statement reflects the fact that people on Twitter are: A. +38% more likely to post opinions about brands and products than people on other social media platforms B. Accessing Twitter through ios, which is the preferred device for Internet users who are known to click on the majority of digital ads C. More likely to have >100 followers than on any other platform D. 83% more likely to have viewed >3 videos in the past 30 days than people on other platforms 10

11 Video Advertising on Twitter Assessment Questions 6. For brands that advertise on TV and want to reach a young audience, Twitter can A. Re-purpose creative content through commercial movie trailers B. Drive up to 25% incremental reach for people ages and who may not be consuming as much linear TV C. Guarantee reach for cord-cutters who tune-in to TV from mobile apps like HBO Go D. Guarantee 50% greater reach than linear TV 7. Among in-app ad impressions measured on Twitter, Moat has detected A. A 4x increase in searches for Twitter Ads B. An increase in user-generated content on the platform C. That 99% of them are viewed by humans D. Significant increases in the size of retargeting lists 8. People come to Twitter to discover something new. This may be part of the reason that Video Website Cards beta test results show A. A 10x increase in searches for advertiser hashtags B. That people are 50% more likely to Retweet the card C. Every impression was optimized for engagement D. A 2x higher CTR than the mobile video ad benchmark 11

12 Video Advertising on Twitter Assessment Questions 9 Formats supported by Conversational Video Ads include A. Video and images B. 3D + augmented reality C. Just video D. Just images 10. The Promoted Tweet Carousel is available on A. Desktop only B. Mobile + Desktop C. ios only D. Mobile only 11. One advantage of Twitter In-Stream Video Ads for traditional TV advertisers is that they A. Are available in the self-serve ads tool B. Require no social presence or accompanying Tweet C. Are automatically translated by Twitter Translation Brain (TTB) D. Run exclusively on user-generated content (UGC) 12

13 Video Advertising on Twitter Assessment Questions 12. First View ads can reach A. Only an advertiser s followers B. Every person on Twitter that day C. Desktop users only D. Every Direct Message sent 13. In-Stream Video Sponsorships run A. Before a Direct Message B. As the first ad on everyone in a targeted country s Twitter timeline C. Against advertiser-selected video content categories D. Before video clips and/or live video from a single sponsored partner 13

14 Video Advertising on Twitter Assessment Answers Answer Key: 1. A 2. B 3. D 4. A 5. A 6. B 7. C 8. D 9. A 10. D 11. B 12. B 13. D Score = <7 Feel free to flip back through the course to review any questions you may have missed. Score = 8-9 Not bad! Have a look back through the course to review any questions or content you may have missed! Score >10 Nice job! Feel free to use this course as a resource as you continue to grow your skills and expertise with video advertising on Twitter! 14

15 You ve got this! Congratulations! You ve completed. You should now have everything you need to begin adding Twitter video to your campaigns. You should also be able to articulate to clients why and how video advertising on Twitter can help them achieve their campaign goals across a variety of objectives. In the next course, you ll learn everything you need to turn strategy into execution and get your video campaign off the ground. If you found the case studies in Module 6 in this course helpful, you ll definitely want to check it out. The next course, Twitter Video Advertising Campaign Basics, requires no previous knowledge of the Twitter Ads Manager (ads.twitter.com). It s the perfect place to start if you re new to buying digital video. We ll show you step-by-step how to plan, execute, optimize, and report on sample campaigns. Thanks again for joining us. We ll see you in Course 2. 15