an introduction to twitter for the real-time...

WHAT’S INSIDE

2 INTRODUCTION

3 HISTORY OF TWITTER

3 TWITTER FACTS AND FIGURES

4 TWITTER ADVERTISING GUIDE

5 GETTING STARTED WITH TWITTER’S TAILORED AUDIENCES

5 STEP-BY-STEP

5 WHY QUANTCAST

QUANTCAST GUIDE

AN INTRODUCTION TO

TWITTER

FOR THE REAL-TIME

ADVERTISER

Ariel House, 74a Charlotte Street, London, W1T 4QJ E [email protected] T 020 3322 7863 W quantcast.com© 2014 Quantcast. All Rights Reserved.

INTRODUCTION

Twitter is a global phenomenon that has quite literally changed the way brands and consumers interact online. Recently Twitter launched an advertising option allowing brands to promote Tweets and Accounts to users based on audience targeting. This is known as “tailored audiences”, and provides brands with a way to use their own data to create more niche targeting and deliver even more tailored advertising across Twitter’s platform.

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HISTORY OF TWITTER

MARCHJack Dorsey (co-founder and co-creator of Twitter) sends the first-ever Tweet.

JANUARYUS Airways plane crash in NYC’s Hudson River is shared on Twitter. The photo is the first from the scene, breaking the news before traditional media knows about it.

MARCHTwitter celebrates its 5th birthday and reaches 1 billion Tweets sent per week.

AUGUST500 million Tweets are sent per day.

AUGUSTThe hashtag (#) debuts on Twitter.

APRILTwitter launches Promoted Tweets.

FEBRUARY Twitter announces self-service advertising for small businesses

SEPTEMBERTwitter announces 100 million monthly

active users, worldwide.

OCTOBERTwitter launches Promoted Accounts.

DECEMBERTwitter announced tailored audiences

which lets advertisers create unique audience segments based on website and behavioural data and then target

those audiences on Twitter.

JUNETwitter launches Promoted Trends.

2006

2009

2011

2013

2007

2010

2012

100 MILLION

500 MILLION

TWITTER FACTS AND FIGURES

241 MILLION MONTHLY ACTIVE USERS

500 MILLION TWEETS ARE SENT PER DAY

76% OF TWITTER ACTIVE USERS ARE ON MOBILE

77% OF ACCOUNTS ARE OUTSIDE THE U.S.

TWITTER SUPPORTS 35+ LANGUAGES

241MILLION

500,000,000

76%

35+

77%

Source: Twitter.com 2014


TWITTER ADVERTISING GUIDEFirstly, let’s take a look at how tailored audiences fit in with the other advertising formats offered by Twitter. Brands will be able to use Twitter’s tailored audiences to close the loop between browsing and social engagement.

PROMOTED TWEET PROMOTED ACCOUNT

KeywordsInterests and Followers Tailored Audiences

Interests and Followers Tailored Audiences

Description Reach people who search, tweet about or engage with specific keywords

Reach people with specific interests or who are similar to followers of specific accounts

Reach people using your own website visitor data or CRM lists

Reach people with specific interests or who are similar to followers of specific accounts

Reach people using your own website visitor data or CRM lists

Geo-targeting Yes Yes Yes Yes Yes

Gender targeting

Yes Yes Yes Yes Yes

Platform/OS Targeting

Yes Yes Yes No No

Pricing Cost Per Engagement Cost Per Follow

Engagement Retweets, replies, favourites, follows or clicks on your Promoted Tweet

Account Follow

Creative 140 Character Tweet or Lead Generation Card Twitter will use your account name, handle and image

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*The examples listed above are for illustrative purposes only.


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WHY QUANTCASTIn selecting Quantcast as your Twitter ads partner, you’ll gain access to our proprietary big data set and advanced machine learning to identify more of your best customers in a manner that is 100% privacy compliant.

From measuring hundreds of millions of web destinations, we sense instantaneous moments of influence and identify pockets of your best customers you previously weren’t able to reach. This provides a greater audience to use and match against active Twitter users.

Quantcast also allows you to go beyond basic retargeting on Twitter and target prospective customers, by identifying those users most like your current customers.

However, no channel exists in a vacuum and savvy marketers are looking for an ads partner who offers a wider Complete Targeting solution. Quantcast measures millions of customer behaviours in the moment, directly measuring audiences spanning hundreds of millions of web destinations. Quantcast Advertise acts on real-time custom audience profiles. Quantcast Advertise works for all your campaign needs, on all the platforms your audience are on and in many countries around the world.

GETTING STARTED WITH TWITTER TAILORED AUDIENCESTailored audiences provide you with a valuable opportunity to reach your customers with a message based on their previous interactions with your brand. It is possible to use multiple tailored audience segments to refine your audience however, it is best not to reduce your audience size too much in order to be operationally efficient. You can also maximise efficiency of campaigns by excluding specific tailored audiences.

Here are some ideas to get you started with tailored audiences, but do not expect all segments to perform equally and adjust your expectations accordingly, setting goals based on the expected engagement of each audience segment.

1. Turn existing customers into Twitter followers by delivering a Promoted Tweetjust to your existing customers.

2. Turn high-intent basket abandoners into customers by delivering a PromotedTweet offering free delivery.

3. Turn dormant customers into active customers by delivering a PromotedTweet with a welcome back offer.

4. Drive mobile web browsers in store by combining geographic and audiencetargeting and delivering a tailored message prompting a store visit.

5. Create brand ambassadors by delivering a Promoted Tweet to customers whofrequently engage with Tweets.

6. Drive new customers with a special offer for first purchases by excludingexisting customers and targeting users with a similar profile to your bestcustomers.

ACTIVATE TWITTER TAILORED AUDIENCES WITH QUANTCAST:

STEP-BY-STEPUsing our map of online behaviours and machine learning, Quantcast will prepare your custom audience of new and existing customers and send the data to Twitter.

Twitter will then match your custom audience to its active users.

Once they are matched you can select these segments to target via Twitter’s ad products – adding a granular layer of targeting capabilities not previously available.

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