Webinar with Twitter: The Modern Brand Advertiser (Twitter Slides)

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“It’s the simple things in life that are the most extraordinary” - Paulo Cohelo

Transcript of Webinar with Twitter: The Modern Brand Advertiser (Twitter Slides)

“It’s the simple things in life that are the most extraordinary”

- Paulo Cohelo

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What is programmatic?

Block out the noise.

Definition of Programmatic: “simplify with automation”

Real TimeMobile Native

Average consumer unlocks their phone

110 times a day

SOURCE | Locked

We know growth is consumer led

SOURCE | ComScore

desktop 477B

tablet 100B

smartphone381B

2013

desktop 416B

2010

smartphone81B

internet usage by minutes

MOBILE HAS SURPASSED DESKTOP

mobilegrowth+593%

We know it’s changing the industry

Real TimeMobile Native

Goal in Real Time Marketing:

seamlessly integrate data to enable

Actionable Context

and Signals

Cross Channel

Optimization

User + Moment Specific

Relevancy

Real TimeMobile Native

• January 7, 2014 | 9:05 PM EST• Polar vortex hits east coast• Delivery trucks start to freeze

• #DiaperDelay starts trending• Advertiser’s new flagship store has trucks and diapers in NYC

• Mom opens messaging app to inform traveling dad about last diaper status

Buy Now

Free next day delivery in NYC. Just two clicks to purchase. $16.99

Simpler Stores

Native ads improve effectiveness ofbranding and direct response KPIs

Source: Twitter StudySource: IPG and SharethroughSource: IPG and Sharethrough

+9%Conversion Rate

+300%Brand Affinity

+18%Purchase Intent

Re-market to users with high

intent on desktop or

mobile

Twitter IDLaunched 1/14/14

Specific Twitter user segments

CRMLaunched 1/14/14

Customers from your CRM

WebLaunched 12/5/13

Users who visited your website

Execution via Tailored Audience

Why Tailored Audiences? Conversion Rate comparisons- Q4, 2013

Source: Monetate eCommerce Quarterly 2014

New Consumers Returning Consumers

2.11%

3.54%

Focus: Tailored Audience

Target your audiences Exclude your audiences from targeting

Interest category: Movies and TV

Page visitors:Apple iPad

Page visitors:Lenovo IdeaPad

Page visitors:Samsung Galaxy Tab

Current subscribers

GHI Shopping @GHIShoppingOn the lookout for a new tablet computer? Buy one in the next 24 hours for a $50 gift card! ghishopping.com/WKW32u

Promoted by GHI Shopping

EFG Cable @EFGCableJanuary only: new subscribers get HBO and Showtime included for one year at no extra charge. efgcable.net/WKW32u

Promoted by EFG Cable

@TwitterAds | Confidential 14

Keep your brand top of mind for in-market consumers

The 2014 BCDCoupe was voted the year’s Best New Sports Car. Take a test drive to find out why: bit.ly/bcdcoupe pic.twitter.com/jM9Q6DCQCU

BCD Motors @BCDMotors

Audience: Auto intenders, visited sports car pages

WEB

@TwitterAds | Confidential 15

Keep your brand top of mind for in-market consumers

Treat yourself to a getaway this winter. Get up to 30% off Las Vegas packages. Book now: bit.ly/vegas30 pic.twitter.com/vcr2mN8MCn

ABC Travel@ABC_Brands

Audience: Expressed interest in Las Vegas travel in the last 3 months without booking

WEB

@TwitterAds | Confidential

Promote a limited time offer to incentivize cart abandoners

Get free shipping when you purchase a new pair of shoes for a limited time. Buy now: bit.ly/freeship0pic.twitter.com/UQN8FAxARK

ABC Shoes@ABC_Brands

Audience: Cart abandoners

WEB

@TwitterAds | Confidential 17

Audience: Movie site visitors, viewed trailer

Drive sales among users who’ve already expressed interest in your brand

Have you seen #Birdseye2 yet? Don’t miss it on the big screen - in theatres everywhere now! bit.ly/1jK8Mt9pic.twitter.com/ZOJor0BLhH

ABC Pictures@ABC_Brands

WEB

@TwitterAds | Confidential 18

Share a special offerwith your most valuable customers

Club members get $50 off orders over $200 all month! It’s our way of saying thanks. bit.ly/clubfiftypic.twitter.com/TvKLhcePMN

ABC Shoes@ABC_Brands

Audience: Frequent purchasers, high-value customers, loyalty club members, etc.

EMAIL - CRM

@TwitterAds | Confidential 19

Promote upgrades or complementary products to existing customers

Audience: Existing customers who purchased over one year ago

You deserve the latest & greatest. Trade in your old ABC phone and get $ back for a new one. bit.ly/18GZfkR pic.twitter.com/8tswP69Hpjpic.twitter.com/UQN8FAxARK

ABC Wireless@ABC_Brands

EMAIL - CRM

@TwitterAds | Confidential 20

Focus on efficiently acquiring new customers

Earn cash back while building your credit. Sign up now and we'll give you $20 to get started. bit.ly/18GZfkR  pic.twitter.com/BlCUnhXxdw

ABC Credit@ABC_Brands

Audience: College students (interest targeting), excluding existing customers

EMAIL - CRM

@TwitterAds | Confidential 21

Introducing a new touchscreen technology like you've never seen. Get an exclusive preview: bit.ly/18GZfkR  pic.twitter.com/BlCUnhXxdw

ABC Tech@ABC_Brands

Shape opinions of influential users

Audience: Tech influencers (via Twitter user ID)

USER ID - CRM

TA Case Study: BetaBrand

3 Keys to Success:

1. Drive qualified traffic with Twitter Website Cards and specific Calls to Action

2. Increase conversions through timely, precise targeting using Twitter Tailored Audience and Promoted Tweets

3. Spark engaging conversation through Twitter Earned Media

TA Case Study: BetaBrand

“With Tailored Audiences, we used information from our own database to connect our messages with the most receptive audiences on Twitter. We were able to make smarter decisions about the dollars we spent, driving conversion rates up, while decreasing our acquisition costs and return on effort.

Similarly, Website Cards helped drive our direct response goals, getting people one step closer to purchasing by directing customers to our site in a more efficient, visual way”

Julian Scharman, Head of Customer Acquisition @Betabrand

CPC CR

Basket SizeCPA

-85%

-63%

+130%

+20%

Salesforce.com benchmark With tailored audiences

Salesforce.comEngagement rate +32%

lift in ER

New Relic benchmark With tailored audiences

New RelicConversion rate

+195%lift in CR

Krossover benchmark With tailored audiences

KrossoverAcquisition cost -74%

decrease in CPA

Hubspot benchmark With tailored audiences

HubspotEngagement rate

+45%lift in ER

From beta testing of web approachConversion is defined as purchase or signup

TA example Results

Thank You@TheOC