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Twitter Announces New Ad Product For Off-Twitter Placements | DrivingSales News

Twitter Announces New Ad Product For Off-Twitter Placements

August 20, 2015 0 Comments

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There’s now a way for auto dealerships to reach potential customers with a Twitter-style video ad, even when the consumers aren’t on Twitter. The social media company announced that it’s now selling autoplay video ads inside of other apps through its MoPub ad network. This means that an advertiser who is buying video ads on Twitter can use the same targeting to show people video ads inside other apps that they use, opening up a new method for dealerships to reach consumers who are not on the social media network.

Certainly, this move will allow Twitter to sell more video ads than it could otherwise fit into user timelines, and a clear benefit for the company is that video ads are generally the most lucrative of all ad types. The move could help boost Twitter revenue, which has historically been the strongest aspect of the company’s business under the leadership of revenue boss Adam Bain.

Video ads are increasing in popularity largely due to the targeting capabilities of social networks and the massive growth of mobile video. And Twitter definitely isn’t the only social network searching for additional real estate to sell video ads. Facebook recently announced the same ad-buying feature, most likely for many of the same reasons.

When the Twitter Audience Platform (TAP) first launched in 2014 as the Twitter Publishing Network, the only ad options for marketers were app installs or re-engagement ads that were only made available to select advertisers. Although they were effective for app advertisers and a specific set of marketers, they lacked the mainstream marketing appeal for traditional businesses. Major advancements in Twitter’s ad offerings over the past year have dramatically increased the usability of the social network’s ads for a much wider range of brands.

Auto dealership marketers can now run Promoted Tweets and Promoted Videos on other mobile apps on the Twitter Audience Platform, and the promos will appear via publisher apps such as Slack Radio, Words With Friends 2, The Voice and Weather Plus. The ad network utilizes the technology that Twitter gained when it acquired MoPub approximately two years ago.

With just a couple of clicks, marketers can now extend the same creative and data targeting that they use for Promoted Tweets and Promoted Videos to other apps, and consumers will be able to Retweet and Favorite the ads when they appear on other sites, in the same way that users do on Twitter.

Retailer Macy’s and music-speaker manufacturer Harman are two of the brands that have experienced success when testing the new Twitter Audience Network ads.

“By extending our ad campaign from Twitter to mobile apps, we were able to drive incremental reach, strong performance and promotional efficiencies,” said Serena Potter, Group VP of Digital Media Strategy at Macy’s. “We achieved an engagement rate of 7.85 percent, which surpassed industry benchmarks for mobile display campaigns.”

Dave Spinato, Global Director of Digital Marketing and Social Media for Harman, explained the results of his company’s test of the new ad product. “We achieved an engagement rate 15 [times] the industry average, as well as 70 percent incremental reach,” he said. “To be getting that increase on top of our great engagement was just amazing for us.”

It will be interesting to see whether or not the expanded Twitter Audience Platform will affect the company’s ad sales when it reports fourth-quarter earnings in early 2016.

About the Author:

The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.

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