Q1 2015 Twitter Advertising Developments: Opportunities To Consider In The Future
April 24, 2015
This is an excerpt from our Twitter Q1 2015 Advertising Developments Intelligence Brief.
In our previous post, we looked at key Twitter developments from Q1 that gave marketers new ways to reach their consumers, including live streaming on Periscope, new partner audiences and offline purchase behavior targeting.
Q1 also saw a number of developments that point to future opportunities for marketers. Among the most notable were autoplay video tests, a partnership with Foursquare and the acquisition of Niche.
What Happened: Twitter is experimenting with videos that play automatically when people scroll by them in their feed. The small-scale test took an a/b approach. The first strategy involves the entire video playing on loop while the second uses six-second previews to whet people’s palette for the full content. Autoplay videos remain silent until clicked in both tests.
The Opportunity: Video advertising platforms on which people need to deliberately click to consume have plenty of advantages. This strategy usually means people need to learn something about what they’re about to watch before they actually watch though, giving time to lose interest and watch something else. Autoplay has the opportunity to capture views at scale from those who did not realize they wanted to watch something until it started looping.
What Happened: Twitter announced a new partnership with Foursquare, which will provide the infrastructure for people to identify their location when they Tweet.
The Opportunity: Foursquare has a lot of location data – 7 billion checkins to more than 65 million establishments across the world. Twitter has a lot of people Tweeting about stuff they’re doing right now. Combining people’s location data with Tweets around what they’re doing could help businesses nearby ignite additional sales.
“If you Tweet about the lunch you are having in the Embarcadero Center in San Francisco, the Banana Republic Twitter account that you follow just might want to let you know about a sale going on at the nearby Banana Republic in the Financial Center,” writes Adam Dorfman, SVP of product and technology at local marketing solutions provider SIM Partners, in a blog post. The platforms will need to ensure any local offers are relevant to those being targeted before the concept can scale.
Matching Complementary Brands And Internet Celebs
What Happened: Twitter acquired Niche, a startup that matches large brands with more than 6,000 social media influencers with expertise across 16 platforms.
The Opportunity: Many Internet celebrities on platforms like Pinterest, Instagram and Vine have tens of millions of loyal followers. By securing their endorsement, marketers can penetrate these massive audiences quickly and build positive sentiment – assuming the brand and the celebrity have analogous personalities and audiences. Since these celebrities generally “specialize” on one platform, Niche can help marketers identify the right pitch people depending on what goals they intend to pursue and where. Marketers must evaluate carefully the anticipated returns of partnering with a high-profile celebrity before making the investment simply because it is trendy and they can.
“Brands that Tweet offers willy-nilly based on someone’s location may alienate customers and prospects.”
– Adam Dorfman, SVP Product & Technology, SIM Partners