Check out my recent guest post over at Operative’s Op-Ed blog about working with another company’s API:
Vetting an Ad Tech Partner’s API: Are You Asking the Right Questions?
Check out my recent guest post over at Operative’s Op-Ed blog about working with another company’s API:
Vetting an Ad Tech Partner’s API: Are You Asking the Right Questions?
Back in June, I got a sneak peek into Twitter’s new advertising platform. American Express ran a $100 free Twitter advertising promotino when you signed up for Twitter ads with your Amex Card. Smart promotion by Amex. By throwing you $100 (likely an amount split with Twitter), your credit card is set as the default payment method for all future Twitter Ads.With the average credit card holder owning 3.5 cards, it’s important for card companies to differentiate themselves and make sure all recurring charges (like your advertising spend) are made on their card.
Check out this Twitter video that explains how their advertising works. My quick summary:
This is weak. I chose the worldwide option, with the goal of testing how many people could see my ads and Twitter’s algorithm of determining good users to see my tweets. Sure, my tweets were displayed to thousands of people in minutes and I got 20 new followers…but most of them spoke no English and wouldn’t understand any of my tweets. Twitter has a ton of user data and they need to expose this to advertisers if they want to turn a profit. Google AdWords lets people choose granular options when deciding who should see their ads (e.g. mobile & table users, language, city and country exclusions). Twitter is super easy to setup but doesn’t give enough options for Advertisers to decide where their tweets are seen. Twitter should try to strike a balance between ease of setup and Advertiser control.
Twitter Advertising is easy to setup and get started…about five minutes from signup to advertisements. The interface is smooth and all everything is explained clearly. It was cool to see my tweets promoted to thousands of people within minutes of initial setup.
To become a legitimate advertising solutions, Twitter should dramatically improve the controls advertisers have over the users exposed to their promotions. It’s not cost effective to choose a country and hope Twitter magically picks the right person to show your ad. I’m not saying that there needs to be a thousand levers for advertisers to pull when setting up ads. Keep the setup process simple, but let advertisers take advantage of the trove user data available when making advertising decisions. Lastly, the way Twitter reports back the results of your ads should be beefed up so advertising teams can prove a Twitter advertising campaign was worthwhile.
Check out this guest post I made over at Clueless Kitchen, a cooking blog for the rest of us.