Posted by Sheila Shayon on December 6, 2013 05:17 PM
Twitter has jumped into programmatics with the release of its Tailored Audiences ad retargeting feature.
"Twitter is very talented at releasing features that are incredibly simple to buy into," Nathaniel Perez, global head of social experience at SapientNitro, told Adweek. "Retargeting will be ... a dramatic improvement to media buyers' existing holiday plans."
Beta clients including Delta Airlines and HubSpot have reported engagement improvement with retargeted ads, but December is testing time on a broad public stage. Tailored audiences lets advertisers target users who have visited their website or "shown an interest," and find new people in the market for a product, using Twitter partners Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast,ValueClick and [x+1] to do so.
In a blog post, Twitter called it a "way to define your own groups of existing and target customers, and connect with them on Twitter.”Continue reading...
Posted by Sheila Shayon on November 26, 2013 06:57 PM
As the holiday season looms, Twitter is counting on retailers to fuel ad sales following its IPO, but a recent poll by Shop.org showed that just 15 percent of retailers consider Twitter when thinking about making a social marketing investment, with 34 percent choosing Facebook.
Twitter has been pushing its promoted posts as the way to convert eyeballs into purchases, citing data from Crimson Hexagon last month that holiday shopping conversations increased 30 percent in 2012 over 2011 and that retailers using Twitter ad products has nearly doubled since last September, and retailer spend on digital ads are projected to reach $13.5 billion by 2017 from $9.4 billion this year, according to researcher EMarketer.
To further lure potential advertisers, Twitter is giving away up to $1 million in free ads in conjunction with Small Business Saturday on Nov. 30, to accounts with a US address. Marketers can use the credit for Promoted Accounts or Promoted Tweets products.Continue reading...
Posted by Sheila Shayon on November 25, 2013 06:42 PM
As if the oft ephemeral and inscrutable behaviors on the web aren’t enough, granular analysis of Twitter’s ecosystem reveals that much of that behavior is bogus.
Italian security researchers Andrea Stroppa and Carlo De Micheli reportedly found 20 million fake Twitter accounts for sale this summer, according to the Wall Street Journal, amounting to nearly 9 percent of Twitter's monthly users.
"The Italian researchers also found software for sale that allows spammers to create unlimited fake accounts. The researchers decoded robot-programming software to reveal how easy it is for spammers to control the convincing fakes," the paper noted.
Adding insult to injury, celebrities world-wide have reportedly been hiring professionals to create fake Twitter accounts to follow their own accounts in order to boost popularity. Jim Vidmar admitted to managing 10,000 such robotic accounts for close to 50 clients who pay him to make them appear popular and influential.Continue reading...
Posted by Sheila Shayon on November 25, 2013 12:41 PM
Japanese brand Shiseido, the oldest cosmetics and skincare company in the world, has launched a Facebook campaign that digitizes the centuries-old Japanese tradition of wishing wall prayers.
Shiseido’s #ShareTheEma app brings the ancient tradition of donating horses to temples in exchange for wishes into the modern era. Fans can pick one of eight "emas" that focus on positive virtues such as compassion, kindness or strength, to share on a friend or loved one’s Facebook wall. Fans that engage with the emas will be entered to win Shiseido products—increasing their entries with every ema shared.
The initiative is just the latest from the global brand that introduces a bit of local culture to customers.Continue reading...
Posted by Sheila Shayon on November 21, 2013 12:41 PM
In a clear sign of the times, one of America’s oldest car companies, Ford Motors, founded in 1903, is debuting its redesigned 2015 Mustang on one of America’s youngest break-out social photo apps, Instagram.
Set to debut on the platform on Dec. 5—50 years after the launch of the now iconic sports car—the reveal, which will occur on Instagram and Facebook, marks a decidedly different approach to new product launches than in the past, when Ford has revealed them at the Detroit Auto Show. The unveiling will occur one month before the revered auto show, and just two weeks after Instagram ran its first-ever ad.
Instagram paired Ford with 15 key influencers on its platform for Mustang Inspires, a microsite showcasing daily 15-second Instagram Videos posts that capture inspirations about the beloved pony car over the past five decades. Users are invited to upload their own photos and videos via hashtag #MustangInspires.Continue reading...
Posted by Mark J. Miller on November 4, 2013 06:37 PM
YouTube kicked off its first-ever Music Awards Sunday night, and things got a little odd. TechCrunch called the whole thing “chaotic, innovative, offensive, silly, and downright weird," as well as something that just wouldn’t be seen on regular TV. But that last part is likely what YouTube was going for.
Participants took full-advantage of their creative freedom, leading to some awkward moments in the show. Actress Rashida Jones handed her babies off to hosts Jason Schwartman and Reggie Watts at one point during the live broadcast, while Arcade Fire lead singer Win Butler did his best 'Kanye West interrupting Taylor Swift's acceptance speech' impression, and Macklemore thanked the guy who used to sell him shrooms. Random people seemingly walked in front of the cameras as if it were a local event being filmed at a Knights of Columbus hall—something that contributed to the rough-around-the-edges livestream. Overall, Google's big money wasn't exactly evident.Continue reading...
Posted by Sheila Shayon on October 31, 2013 12:43 PM
Facebook’s Q3 results brought mixed reviews for the world’s No. 1 social network. Its ad business is delivering above expectation with mobile revenues up 14 percent from last year, however, teen users continue to jump ship for competitors like Twitter, Snapchat and other messaging apps.
Facebook shares soared 15 percent yesterday after news of its positive ad outlook spread, but dropped significantly after executives were upfront about a turn-down in teen usage. "We did see a decrease in [teenage] daily users [during the quarter], especially younger teens," said Facebook CFO David Ebersman on a call with analysts, but added that usage among overall US teens remained "stable."
Overall revenue rose to $2.02 billion, up 60 percent from last year's $1.26 billion, with advertising delivering more than 89 percent of the total. Integrating news feed ads combined with better metrics from partnerships with Nielsen and Datalogix are “certainly peaking marketers' interest and making them more willing to spend," Sarah Hofstetter, CEO of 360i, told Ad Age.
Facebook is also bound to benefit from the monetization of Instagram, with ads debuting on US user's feeds soon.Continue reading...
Posted by Sheila Shayon on October 30, 2013 08:02 PM
Prepping for its IPO, and staying abreast of competitors Facebook and Google+, Twitter debuted a new feed chock-full of media with click-less previews of photos and video, broadening the appeal of the microblogger—especially for advertisers.
It’s the biggest change to Twitter since its 2011 overhaul. Tweets still show up chronologically, most recent first, but those containing photos or Vine videos will be automatically previewed.
“Starting today, timelines on Twitter will be more visual and more engaging: previews of Twitter photos and videos from Vine will be front and center in tweets,” blogged Michael Sippey, Twitter’s VP product. “To see more of the photo or play the video, just tap.”
If this change goes over well with users, automatic previews of other links including articles, web pages or images and videos from outside sites (Google’s YouTube) could follow soon.Continue reading...