Exhibit 15.12 Twitter ad campaign objectives.
True to the platform’s nature, the process of advertising on Twitter is short and simple.
The ad formats are characterized by their objectives, as depicted in the advertising interface in Exhibit 15.12.
These formats, listed below, differ primarily in terms of what the advertiser pays for:
- Website Clicks (Exhibits 15.13 and 15.14): To generate traffic to your website. Advertisers pay for the number of website
- Followers (Exhibit 15.15): To build an engaged audience. Advertisers pay only for the followers gained, and are not billed
for other types of engagements.
- Tweet Engagements (Exhibit 15.16 and 15.17): Advertising in general, is about engagement, both behavioural as well as attitudinal.
For this type of ad, aimed at engagement with tweets, advertisers pay only for the initial engagement. They are not billed
for organic engagements that follow.
- App install (Exhibit 15.18): To promote an app. Advertisers pay for the number of app clicks or installs.
- Awareness: To build awareness, maximize the number of people who see the tweet. Advertisers pay for the number of impressions
- Promoted Videos (Exhibit 15.19): This is also aimed at building salience, promoting videos to a target audience. The videos
auto-play on scroll, and advertisers pay for the number of views.
- In-stream Videos: These videos run alongside premium content, i.e. popular creators and publishers. Aimed at a target audience,
advertisers pay for the number of in-stream video views.
Unless there is an explicit call-to-action, the format and mode of payment of a Twitter ad, is not always clear.
Exhibits 15.13 to 15.19 illustrate the diversity of advertising on the platform.
Exhibit 15.13 Website Clicks Campaign by UBS.
Exhibit 15.14 Website Clicks Campaign by Chicago Booth.
Exhibit 15.15 Follower Ad by the Land and Transport Authority of Singapore.
Exhibit 15.16 Azure’s engagement ad with a “free trial” call-to-action.
Exhibit 15.17 BCG’s ad with a “read more” call-to-action.
Exhibit 15.18 App campaigns. (Source: Twitter).
Exhibit 15.19 Video campaigns.
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