Twitter’s pitch to advertisers centers on its uniqueness among the social apps.
Digiday obtained a recent deck from a U.S. ad agency titled “The Power of Twitter.” The deck highlights Twitter’s two slogans (“What’s happening” and “#StartWithThem”) and includes research about the user base’s receptiveness to launch campaigns. For example, a 2017 Nielsen brand effect study on Twitter found launch campaigns on Twitter “generate a 45 percent increase in sustained awareness,” according to the deck.
“Twitter really homed in on their sweet spot and know where they can have success versus positioning themselves against Facebook. Twitter wanted to do direct response, but now they are more thinking we should do live events, sports, politics and we’ll have enough,” said a media buyer at a global agency.
More in Marketing
Why angel investor Matthew Ball still believes in the metaverse
Matthew Ball’s 2022 book “The Metaverse: And How It Will Revolutionize Everything” was a national bestseller in the U.S. and U.K. On July 23, he plans to publish the second edition of the book.
Marketing Briefing: Why sustainability is ‘not a priority’ for marketers right now
Anecdotally, there have been noticeably fewer requests from marketers on ways to market sustainability efforts in recent months, according to agency execs, who say that requests had been commonplace in the late 2010s and early 2020s.
‘We’re watching the war’: Tubi hits growth spurt, but isn’t part of the streaming wars, CMO Nicole Parlapiano says
On the latest episode of the Digiday Podcast, Tubi CMO Nicole Parlapiano shares her perspective on the so-called streaming wars, pitching Tubi’s multicultural viewers and the streaming platform’s growth track.