Innovations for advertisers
This year, the Twitter network expects to earn about $ 100 million from advertising sales, but first it will have to explain to those who want how to buy this advertising: a training video has already been released that covers all aspects - from calculation to settling relations with irritated users.
A video course lasting 40 minutes is posted on YouTube, but not indexed - it can be accessed only through a privately obtained link. Thanks to the courtesy of one of the readers of the blog All Things Digital ( allthingsd.com ), Peter Kafka looked it over himself and posted it for you here .
Immediately, we note: the bulk of 40 minutes will be useless for the majority. Those interested in advertising, technology, and Twitter’s first attempts to make real money, it’s enough to know a few things.
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Instead, (at least for now), Twitter is pushing customers to invest fixed assets in “Promoted Accounts” with payment for each follower (follower) - the new scheme was implemented at the end of last year. Now for every dollar spent on advertising tweets, advertisers will have to invest four dollars in advertising accounts: the advertising concept in the style of Google was offered last year by CEO Dick Costolo. On Twitter, this is explained by the fact that advertising accounts are easier to buy than tweets, because they are much more affordable (and, moreover, they will provide a real “turbo charge” to tweets).
Previously, an advertising tweet could be seen only by clicking on paid search results or using the Twitter HootSuite application. But now, by the end of the first quarter, advertisements will be displayed in the standard twi-tape, which is constantly viewed by users. Accordingly, advertising tweets will become much more noticeable, which, theoretically, should solve the above-mentioned problem with accessibility.
Twitter promises an engagement rate of
As a rule, advertising buyers try to evaluate its effectiveness by calculating the number of views or clicks on an advertisement. For the main part of advertising on the Internet, this is a meager level: according to the customer who got acquainted with the Twitter presentation, the company considers the ratio of clicks to impressions to 0.3% to be a realistic indicator. At the same time, a much higher level is predicted for “engagement”, as measured by advertising retweets, approvals, etc. By the way, Peter’s source reports that one of Twitter’s requirements for new advertising customers interested in participating in beta tests is a contract for at least $ 5000.
At the end of the presentation (somewhere in the35th minute), the company did not fail to give buyers of advertisements a couple of tips on situations with a negative user reaction, which the network itself considers to some extent inevitable. "People are not inclined to change, especially if they are related to advertising, so you need to be prepared for such a reaction," the Twitter instructor broadcasts from the screen. Do not worry! Dissatisfied will be negligible - says the company.
A video course lasting 40 minutes is posted on YouTube, but not indexed - it can be accessed only through a privately obtained link. Thanks to the courtesy of one of the readers of the blog All Things Digital ( allthingsd.com ), Peter Kafka looked it over himself and posted it for you here .
Immediately, we note: the bulk of 40 minutes will be useless for the majority. Those interested in advertising, technology, and Twitter’s first attempts to make real money, it’s enough to know a few things.
')
The first Twitter ad product — Promoted Tweets — failed.
Instead, (at least for now), Twitter is pushing customers to invest fixed assets in “Promoted Accounts” with payment for each follower (follower) - the new scheme was implemented at the end of last year. Now for every dollar spent on advertising tweets, advertisers will have to invest four dollars in advertising accounts: the advertising concept in the style of Google was offered last year by CEO Dick Costolo. On Twitter, this is explained by the fact that advertising accounts are easier to buy than tweets, because they are much more affordable (and, moreover, they will provide a real “turbo charge” to tweets).
Within the next month, advertising tweets will receive a powerful incentive.
Previously, an advertising tweet could be seen only by clicking on paid search results or using the Twitter HootSuite application. But now, by the end of the first quarter, advertisements will be displayed in the standard twi-tape, which is constantly viewed by users. Accordingly, advertising tweets will become much more noticeable, which, theoretically, should solve the above-mentioned problem with accessibility.
Twitter promises an engagement rate of 1-3%
As a rule, advertising buyers try to evaluate its effectiveness by calculating the number of views or clicks on an advertisement. For the main part of advertising on the Internet, this is a meager level: according to the customer who got acquainted with the Twitter presentation, the company considers the ratio of clicks to impressions to 0.3% to be a realistic indicator. At the same time, a much higher level is predicted for “engagement”, as measured by advertising retweets, approvals, etc. By the way, Peter’s source reports that one of Twitter’s requirements for new advertising customers interested in participating in beta tests is a contract for at least $ 5000.
Twitter warns: some users are not excluded problems with advertising
At the end of the presentation (somewhere in the
Source: https://habr.com/ru/post/114393/
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