Promoted Accounts

Twitter unveils interest targeting, segmentation for advertisers

While Facebook struggles to prove to the world that it can deliver big revenue — eMarketer estimates the world’s largest social network will pull in $1bn less in revenue than previously anticipated — one of social networking’s largest still-privately-held companies, Twitter, is doing what it can to convince advertisers to increase their spend.

The company has several ad offerings, including Promoted Tweets, Promoted Accounts and Promoted Trends, and much to the chagrin of developers, has been making changes designed to ensure that it has the control over the Twitter ecosystem necessary to maximize monetization opportunities.

Cadbury reveals 1800% boost in positive tweets using Promoted Trends

Cadbury has revealed that a Twitter campaign using Promoted Trends increased ‘positive’ brand mentions on the social network by 1800%.

Furthermore, the ‘Retweet for Sweets’ challenge associated with this saw engagement levels of 25%.

These stats are a good advert for Twitter’s ever-evolving ad platform, but the results need to be viewed in context. The fan base for many of Cadbury’s brands are socially-savvy, and it’s seen great success in this area before.

Twitter launches ad products for SMEs with Amex

Twitter has launched an advertising programme for small businesses in the US who use American Express.

Amex has begun to notify a limited number of eligible card holders that they can start using the self-serve ads and will steadily increase the number of participating SMEs over the coming weeks.

As we reported last month, Twitter started trialling its self-serve ad platform with around 100 SMEs last year and will eventually include 10,000 new advertisers in this latest rollout.

Amex is encouraging card holders to sign up by offering each buyer $100 in free advertising.

Twitter takes Promoted Tweets mobile

Twitter has announced that it is to begin showing Promoted Tweets to mobile users who don’t follow the advertiser’s feed.

The social network has also added new targeting tools that allow advertisers to target their messages to desktop computers and laptops or specifically to mobile devices.

A blog post states that since launching Promoted Tweets and Accounts in its mobile apps last month “reactions have been positive.”