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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‘You’re not going to get it all right’: IBM CMO Michelle Peluso on managing through a crisis
As marketers manage another crisis, they are thinking about how to help their teams as well as how they should be advertising.
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‘Stand for something’: As protests continue, tone-deaf influencer marketing is in the spotlight
Questions about diversity in influencer marketing, opportunism and the need for brands to get comfortable with influencers taking a stance on politics and racial issues are bubbling up now as this may be a moment of self-reflection for the influencer marketing community.
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‘There isn’t a talent pipeline problem’: Confessions of a black advertising exec
In this edition of our Confessions series, in which we exchange anonymity for candor, we hear from a black media buyer who believes brands need to do more to support for Black Lives Matter and that agencies still haven't truly changed their hiring policies.
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SponsoredVideo: Marketers discuss the future state of less interruptive in-stream ads
In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive.
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Member ExclusiveDigiday Research: Over half of brands say they handle marketing ‘mostly’ with internal resources
Digiday’s quarterly benchmarking survey found that about 83% of marketers are managing their marketing either mostly in-house or completely in-house. That's up from the 55% of marketers six months ago who said the same.
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Member Exclusive‘Our job is to sell’: Marketers, moving past coronavirus response, return to selling products
Marketers need to get back to the job at hand: Keeping the squeaky wheels of capitalism turning.
