AN INTRODUCTION TO TWITTER FOR THE REAL-TIME ADVERTISER

Transcription

1 QUANTCAST GUIDE AN INTRODUCTION TO TWITTER FOR THE REAL-TIME ADVERTISER WHAT S INSIDE 2 INTRODUCTION HISTORY OF TWITTER TWITTER FACTS AND FIGURES 4 TWITTER ADVERTISING GUIDE GETTING STARTED WITH TWITTER S TAILORED AUDIENCES STEP-BY-STEP WHY QUANTCAST

2 2 INTRODUCTION Twitter is a global phenomenon that has quite literally changed the way brands and consumers interact online. Recently Twitter launched an advertising option allowing brands to promote Tweets and Accounts to users based on audience targeting. This is known as tailored audiences, and provides brands with a way to use their own data to create more niche targeting and deliver even more tailored advertising across Twitter s platform.

3 HISTORY OF TWITTER 2007 AUGUST The hashtag (#) debuts on Twitter MARCH Jack Dorsey (co-founder and co-creator of Twitter) sends the first-ever Tweet. TWITTER FACTS AND FIGURES 241 MONTHLY ACTIVE USERS APRIL Twitter launches Promoted Tweets. OCTOBER Twitter launches Promoted Accounts. SEPTEMBER Twitter announces 100 million monthly active users, worldwide FEBRUARY DECEMBER Twitter announced tailored audiences which lets advertisers create unique audience segments based on website and behavioural data and then target those audiences on Twitter JANUARY US Airways plane crash in NYC s Hudson River is shared on Twitter. The photo is the first from the scene, breaking the news before traditional media knows about it. JUNE Twitter launches Promoted Trends MARCH Twitter celebrates its th birthday and reaches 1 billion Tweets sent per week. 100 Twitter announces self-service advertising for small businesses 201 AUGUST 00 million Tweets are sent per day TWEETS ARE SENT PER DAY 00,000,000 76% OF TWITTER ACTIVE USERS ARE ON MOBILE 76% 77% OF ACCOUNTS ARE OUTSIDE THE U.S. TWITTER SUPPORTS + LANGUAGES + Source: Twitter.com %

4 4 TWITTER ADVERTISING GUIDE Firstly, let s take a look at how tailored audiences fit in with the other advertising formats offered by Twitter. Brands will be able to use Twitter s tailored audiences to close the loop between browsing and social engagement. PROMOTED TWEET PROMOTED ACCOUNT Keywords Interests and Followers Tailored Audiences Interests and Followers Tailored Audiences Description Reach people who search, tweet about or engage with specific keywords Reach people with specific interests or who are similar to followers of specific accounts Reach people using your own website visitor data or CRM lists Reach people with specific interests or who are similar to followers of specific accounts Reach people using your own website visitor data or CRM lists Geo-targeting Yes Yes Yes Yes Yes Gender targeting Platform/OS Targeting Yes Yes Yes Yes Yes Yes Yes Yes No No Pricing Cost Per Engagement Cost Per Follow Engagement Retweets, replies, favourites, follows or clicks on your Promoted Tweet Account Follow Creative 140 Character Tweet or Lead Generation Card Twitter will use your account name, handle and image *The examples listed above are for illustrative purposes only.

5 GETTING STARTED WITH TWITTER TAILORED AUDIENCES Tailored audiences provide you with a valuable opportunity to reach your customers with a message based on their previous interactions with your brand. It is possible to use multiple tailored audience segments to refine your audience however, it is best not to reduce your audience size too much in order to be operationally efficient. You can also maximise efficiency of campaigns by excluding specific tailored audiences. Here are some ideas to get you started with tailored audiences, but do not expect all segments to perform equally and adjust your expectations accordingly, setting goals based on the expected engagement of each audience segment. 1. Turn existing customers into Twitter followers by delivering a Promoted Tweet just to your existing customers. 2. Turn high-intent basket abandoners into customers by delivering a Promoted Tweet offering free delivery.. Turn dormant customers into active customers by delivering a Promoted Tweet with a welcome back offer. 4. Drive mobile web browsers in store by combining geographic and audience targeting and delivering a tailored message prompting a store visit.. Create brand ambassadors by delivering a Promoted Tweet to customers who frequently engage with Tweets. 6. Drive new customers with a special offer for first purchases by excluding existing customers and targeting users with a similar profile to your best customers. ACTIVATE TWITTER TAILORED AUDIENCES WITH QUANTCAST: STEP-BY-STEP 1 2 Using our map of online behaviours and machine learning, Quantcast will prepare your custom audience of new and existing customers and send the data to Twitter. Twitter will then match your custom audience to its active users. Once they are matched you can select these segments to target via Twitter s ad products adding a granular layer of targeting capabilities not previously available. WHY QUANTCAST In selecting Quantcast as your Twitter ads partner, you ll gain access to our proprietary big data set and advanced machine learning to identify more of your best customers in a manner that is 100% privacy compliant. From measuring hundreds of millions of web destinations, we sense instantaneous moments of influence and identify pockets of your best customers you previously weren t able to reach. This provides a greater audience to use and match against active Twitter users. Quantcast also allows you to go beyond basic retargeting on Twitter and target prospective customers, by identifying those users most like your current customers. However, no channel exists in a vacuum and savvy marketers are looking for an ads partner who offers a wider Complete Targeting solution. Quantcast measures millions of customer behaviours in the moment, directly measuring audiences spanning hundreds of millions of web destinations. Quantcast Advertise acts on realtime custom audience profiles. Quantcast Advertise works for all your campaign needs, on all the platforms your audience are on and in many countries around the world.