Webinar with Twitter: The Modern Brand Advertiser (Twitter Slides)
Transcript of Webinar with Twitter: The Modern Brand Advertiser (Twitter Slides)
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What is programmatic?
Block out the noise.
Definition of Programmatic: “simplify with automation”
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
Goal in Real Time Marketing:
seamlessly integrate data to enable
Actionable Context
and Signals
Cross Channel
Optimization
User + Moment Specific
Relevancy
• 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