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
Ad Tech Briefing: Start-ups are now table stakes for the future of ad tech
Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI.
Inside Kristi Argyilan’s RMN playbook: Lessons from the ‘godmother’ of retail media
Uber’s global head of advertising Kristi Argyilan says the future of retail media hinges on real-time relevance, brand differentiation, and breaking free from a one-size-fits-all playbook.
Digiday+ Research: More than half of marketers invest in TV and streaming, with an eye on impressions and branding
The majority of marketers are directing ad spend toward TV, with a focus on ads that drive impressions and branding.