Pitch deck: How Twitter is selling ads in 2019
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.
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‘We’re letting Facebook grade their own homework’: Here’s how advertisers’ desired changes differ from overall boycott
The overall goals of civil rights advocates organizing the boycott differ slightly from those of advertisers.
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How Facebook’s brand safety audit with the Media Rating Council will work
The MRC audit will determine whether Facebook has applied an advertising adjacency standard into its brand safety protections.
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Member Exclusive‘Are you going to put people over profit?’: As Facebook boycott continues, DTCs still running ads on the platform in a tricky spot
The Facebook boycott is part of a larger cultural shift towards a more “values-based consumerism.”
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SponsoredWhy data clean rooms are a start, but not enough
Clean rooms are intended to be a “safe space” for brands to collaborate with walled gardens, but the greater opportunity for all brands is bringing together all of their data to create a single source of truth that they own and can continually enrich.
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WTF is California’s new, and potentially stronger, privacy law?
In November, California residents will vote on the state's second privacy law, which is basically the CCPA 2.0
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‘Influencer deals are being paused’: As Facebook boycott begins in earnest, influencer marketing feels a sting
The latest move to pause influencer marketing comes as marketers are not only reconsidering where their ads appear and the kind of content they appear next to, but as they work to figure out how they can better support Black creators and Black-owned businesses following the Black Lives Matter (BLM) protests.
