httpool_twitter initial sales presentation_2015_2

TWITTER ADVERTISING 2016

Life is a series of NOW moments

4

Twitter is the shortest distance between you

and what interests you most

4

5

Twitter is the shortest distance between

@ and #

5

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31% North

America

30% Asia

25% Europe

3% Africa

11% South

America

Twitter users are global

302 MILLION+

active global users

1 BILLION+

moments to engage

every 2 days

+400%

growth video

consumption

The average consumer

unlocks their phone

150 times a day

SOURCE | Jiwire “Mobile Audience Insight Report”, 2013

@TwitterAds | Confidential

How can you win the moment?

Planned

Unplanned

Always on

Event

EVERYDAY CAMPAIGN

LIVE REACTIVE

VERY DIFFERENT WAYS OF GETTING YOUR MESSAGE ACROSS

@Twitter | Confidential

Twitter data has unlimited value and near limitless application

beyond the tweet

Twitter + TV

TV targeting on Twitter

TV has always been a shared experience. Now, Twitter

extends these conversations beyond the living room,

allowing viewers to discuss what they’re watching in the

moment with people.

Use the power of TV x Twitter to grow your business.

TV IS A KEY INTEREST ON TWITTER

95% of online public

conversations about TV

happen on Twitter

40% of all Twitter traffic

around peak time is

about TV

use Twitter while watching TV

60%

Drama Breaking Bad

9:00 PM

9:30 PM

10:00 PM

10:30 PM

8:30 PM

8:00 PM

11:00 PM

324K Total

Tweets

Source | Social Guide, Jan 2014

Reality The Voice

273K Total Tweets

Source | Twitter Internal, 2014

Film Titanic

42K Total

Tweets

Source | Social Guide, Jan 2014

11M Total

Tweets

Twitter increases brand impact from TV advertising

95% 58% higher purchase

intent

stronger message

association

Source | Nielsen Brand Effect, 2013

Drive greater ROI from TV advertising

56% (UK Telecom)

17% (US Retail)

8-16% (US CPG)

Source | Nielsen Twitter Marketing Mix Model, July 2011 - June 2013; MarketShare Twitter Marketing Mix Model, July 2011 - June 2013; ThinkVine Twitter Agent Based Marketing Mix Model, July 2011 - June 2013

@TheEllenShow Ellen DeGeneres

If only Bradley's arm was longer. Best

photo ever. #oscars

Nike Running

@NikeRunning

Outrun 2013. #justdoit gonike.me/jdiforum

pic.twitter.com/8xoU0mp3Eo

http://pic.twitter.com/8xoU0mp3Eo

http://pic.twitter.com/8xoU0mp3Eo

Nike Running

@NikeRunning





photo ever. #oscars twitter goes to the oscars

Twitter broke engagement

records when Ellen decided to

take the first ever oscar selfie



photo ever. #oscars

Nike Running

@NikeRunning



TWITTER‘S AD

PRODUCTS

Twitter‘s Ad products

AD PRODUCTS THAT DELIVER ON YOUR GOALS

PROMOTED TWEETS

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LEVERAGE REAL-TIME INTENT

JOIN THE

CONVERSATION

BUILD YOUR AUDIENCE

TARGETING: PRICING:

• Keywords

• Interests

• Usernames

• Look-a-likes

• Location

• Gender

• Device

• Cost-per-Engagement

All Promoted Tweets are clearly marked with a promoted icon and can appear on Web (Home, Profile, Discover, Search) and Mobile (Discover, Search)

Watch out for this Great White. #SharkWeek

SNICKERS® @SNICKERS

Promoted by SNICKERS®

http://t.co/d9Du2aa1dD

PROMOTED TWEET


PROMOTED ACCOUNTS

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JOIN THE

CONVERSATION

BUILD YOUR AUDIENCE

TARGETING: PRICING:

• Look-a-likes

• Interests

• Location

• Gender

• Cost-per-Follower

All Promoted Accounts are clearly marked with a promoted icon and can appear on Web (Home, Profile, Discover, Search) and Mobile (Discover, Search)

Who to follow

Promoted

SNICKERS® @SNICKERS

Follow

PROMOTED ACCOUNT


PROMOTED TRENDS

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JOIN THE

CONVERSATION

BUILD YOUR AUDIENCE

TARGETING: PRICING:

• Country-level

• Global

• Daily buy

All Promoted Trends are clearly marked with a promoted icon and appear in the Trends module in Web and Mobile

Austria trends ・ Change

#SNICKERS Promoted

#SnackTime

#PeanutButter

PROMOTED TREND

+ NEW: AUTOPLAY VIDEO

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• Rich media creatives

• Automatically play whi le muted

• Clicking on the video will bring

the user into the full screen

viewer with sound and

continue playing

• Moments to remember

AUTOPLAY VIDEO

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AUTOPLAY VIDEO

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• High impact

• Effective price model (CPV)

• Autoplay videos are shared more frequently

• Detailed targeting options

• 100% viewability

• Updated video analytics

AUTOPLAY VIDEO

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NOW EVEN MORE IMPACTFUL

• People were 2.5X more likely to prefer autoplay videos over

other viewing methods (including click-to-play nd video

preview thumbnails).

• They have better video recall with autoplay. In fact, we saw a

significant 14% lift in video recall over other video formats.

• For brands, during our autoplay tests we saw a 7x increase in

completions of Promoted Videos.

ADVERTISING EFFECTS

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AUTOMATICALLY BROADCAST VIDEOS INCREASE INVOLVEMENT

AND ARE OFTEN SHARED

170 % 54 % 28 %

More engagements with Autoplay-

videos on Twitter (in comparisson with 3rd party

videos)

Twitter users share Autoplay-videos

with their friends and

followers

Twitter users are highly engaged -higher view rate

(low cost-per-view and increased video recall by

consumers)

ADVERTISING EFFECTS

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NATIVE TWITTER AUTOPLAY VIDEOS HAVE HIGHER ENGAGEMENT

RATE THAN 3RD PARTY INTEGRATION

More Replies More Retweets More Favorites

2,8x 2,5x 1,9x

Twitter‘s targeting capabilities

PRODUCT PHILOSOPHY

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‣ The user experience is foremost

‣Advertising should be native to the product

‣ Twitter is a bridge, not an island

TWITTER‘S AD

CREATIVES

CREATIVES ARE MORE THAN JUST 140 CHARACTERS

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IMAGE CARD SUMMARY CARD VINE CARD PLAYER CARD

CREATIVES ARE MORE THAN JUST 140 CHARACTERS

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Promote products with

PRODUCT CARD

Drive app dowloads with

APP CARD

Maximize site traffic with

WEBSITE CARD

Drive 1-click conversions with

LEAD GEN CARD

Drive website visits

WEBSITE card

Value proposition/offer

Tap target outlined in grey

Customizable drop-down CTA

Destination URL

Tweet copy

CREATIVE THAT PERFORMS: WEBSITE CARD

Pay only when users click on the URL

MEDIA + L INK

Communicate a

sense of urgency

Deliver a strong

CTA that manages

click expectations

Deliver an offer

and test it in

caps, symbols, or $$$ vs. %

discount

CREATIVE THAT PERFORMS: MEDIA + LINK

Collect an email address from interested prospects

LEAD GENeration

Copy that asks a question

Customizable image

Fully customizable CTA

No clickable items in copy

Name, email address and @handle

CREATIVE THAT PERFORMS: LEAD GENERATION

#SPEAKBEAUTIFUL + DOVE

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BLACK & BLUE?

OR GOLD & WHITE?

11M Tweets about

#TheDress

THE DRESS

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@TwitterAds | Confidential

Twitter is a bridge, not an island

OBJECTIVE BID + PAY FOR

Tweet engagements engagement (CPE)

Website clicks or conversions link click (CPLC)

App installs or app engagements app click (CPAC)

Followers follow (CPF)

Leads on Twitter lead submission (CPL)

Video views video view (CPV)

YOU’LL ONLY PAY FOR ACTIONS TIED TO YOUR OBJECTIVES

@TwitterAds |

Confidential

#THANKS

@nastjabreg

httpool_twitter initial sales presentation_2015_2

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