Ditto Twitter Tailored Audience Proposal for NFL Fan Gear
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FREE Pilot for Photo-Targeting for NFL Fan Gear January 2015 Visual Search for Social
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Transcript of Ditto Twitter Tailored Audience Proposal for NFL Fan Gear
FREE Pilot for Photo-Targeting for NFL Fan GearJanuary 2015
Visual Search for Social
Background
Social media is increasingly visual with 1.8B photos uploaded daily. However brands can’t “listen” to photos.
To address this obstacle, Ditto developed proprietary computer vision to enable marketers to discover the brands that appear inside the daily torrent of photos people share on public social media. We discovered that of the photos which contain a brand, 85% do not mention the brand in the accompanying text and less than 2% of the handles posting currently follow the brand.
Brands and their agencies can now tap into these previously “missing pictures” to uncover authentic customer insights, measure visual voice, engage with customers and target ads.
Specifically the New England Patriots and Seattle Seahawks and/or NFLShop.com and other licensed vendors can discover new fans and engage with them to promote merchandise over the next few weeks.
Photo Targeting for Twitter– Free Pilot Proposal
Run A/B test on Promoted Tweets to determine whether targeting based on social photo incidence is more efficient than other targeting alone (interests followed, keywords, gender, geography, influencers).
How it WorksDitto to provide Twitter handles of those have tweeted a photo with the team logo.
Create a Tailored Audience using this list and any other criteria requested and load to @brand ad account.
60-80% of budget will be spent toward photo affinity identified audience in addition to normal targeting including age gate. This is the Test group.
20-40% of budget will be spent toward text-sourced keywords, interests & other typical targeting requested. This is the Control group.
Share results for industry learning and optimization of future ad buys.
1. Find the photos 2. Find the people
How it Works (Seahawks)
1. Find the photos 2. Find the people
How it Works (Patriots)
3. Upload the handle list (Seahawks)
3. Upload the handle list (Patriots)
4. Promote the tweets5. Compare campaign
results for test and control groups
More info: Ditto.us.com
Live Matches: StreamDitto.com/NFL
Contact: Peter Fezzey, Business Development
[email protected] 248.924.4806
