Twitter Ad Campaigns

Exhibit 21.14   Video view (promoted video) campaigns.

Exhibit 21.15   Pre-roll view campaign. Promoted ‘Barista Bar’ video running before the start of ‘The Sandwich Bar’ video.

Twitter Ads campaigns are designed around specific objectives and are optimized towards the objective selected by the advertiser. They differ in terms of what the advertiser pays for. The following are some of the predefined objectives available for Twitter Ads campaigns:

• Reach campaign objective is to build awareness and reinforces brand messages. It maximizes the number of people who see the tweet. Advertisers pay for the number of impressions (CPM).
• Video view (promoted videos) (Exhibit 21.14) campaign is also aimed at building salience and increasing engagement with a target audience. The videos auto-play on scroll, and advertisers pay for the number of views.
• Pre-roll view (Exhibit 21.15) is a promoted video that runs pre-roll, alongside premium content, i.e., popular creators and publishers. Aimed at a target audience, advertisers pay for the number of in-stream video views.
• App install (Exhibit 21.16) campaign’s objective is to promote an app. It builds awareness of the app and gets users to install the app. Users can transition seamlessly from Twitter to the app store. Advertisers pay for the number of app clicks or installs.
• Website traffic (Exhibits 21.17 and 21.18) campaign drives traffic to the advertiser’s website. Advertisers pay for the number of website link clicks.
• Engagement (Exhibits 21.19 and 21.20) campaign gets users to engage with the advertiser’s tweet. It raises awareness, starts conversations, and increases behavioural engagement in the form of likes and retweets, replies and profile visits, link clicks etc. Advertisers pay only for the initial engagement. They are not billed for organic engagements that follow.
• Follower (Exhibit 21.21) campaign’s objective is to build an engaged audience by increasing the number of users who follow the brand’s Twitter account. Advertisers pay only for the followers gained and are not billed for other types of engagements.
• App re-engagement drives users to open or update an app, or take specific actions with app. This campaign builds top of mind awareness, and drives usage of the app. It is useful for re-targeting infrequent or lapsed users. And it is optimized for the mobile marketplace, users can transition seamlessly to the app from their timeline.

Unless there is an explicit call-to-action, the format and mode of payment of a Twitter ad, is not always clear. Exhibits 21.14 to 21.20 illustrate the diversity of advertising on the platform.

Exhibit 21.16   App install campaigns.

Exhibit 21.17   Website traffic Campaign by UBS.

Exhibit 21.18   Website traffic campaign by Chicago Booth.

Exhibit 21.19   Azure’s engagement ad with a “free trial” call-to-action.

Exhibit 21.20   BCG’s ad with a “read more” call-to-action.

Exhibit 21.21   Follower Ad by the Land and Transport Authority of Singapore.