Twitter Ads

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Twitter Ads is the Twitter advertising platform that allows app marketers to drive traffic to their apps from both on Twitter and off Twitter channels.

In terms of targeting options and reach its rivals are only Facebook and Google. Twitter ads support deep linking technology that allows app marketers to link an ad to a specific part of a mobile app content.

Key Features

  • Keyword Targeting
  • Deep linking
  • Pay for performance
  • Tweet engager targeting
  • Tailored Audiences
  • Low cost per click
  • App category targeting
  • Measure results in real time
  • Gain more followers
  • Set a custom budget

Key People

Jack Dorsey – CEO of Twitter

Jack Dorsey is an internet entrepreneur responsible for Twitter and Square. Before moving to tech, Dorsey was a certified masseur and had an interest in fashion design.

Numbers & Revenue

  • Twitter earns at least 86% of its revenue from advertising
  • In the fiscal year 2017, Twitter posted an advertising revenue of $2.1 billion
  • Twitter Monthly Active Users (MAU) United States: 67 million
  • Twitter Monthly Active Users (MAU) International: 259 million
  • Advertising cost-per-engagement (year over year) for Twitter has decreased by 14%
  • Twitter ad engagements for Q3 2018 was 50% percent higher than it was for the previous year
  • 66% of the businesses who have 100 or more employees have a Twitter account and expect it to rise into 2018
  • Daily Active User (DAU) year over year growth has increased 9%

Twitter Ads Formats

Twitter Ads uses a range of formats for marketers and advertisers to drive traffic, this includes the following:

1. Plain Text Tweet

Tweet copy length: 280 characters (each link reduces character count by 24 characters, leaving 256 characters.

2. Image Website Card

  • Tweet copy length: 280 characters.
  • Website title length: 70 characters. Limiting the description to 50 characters should ensure that truncation won’t occur.
  • Image size: 800 x 418 pixels.

3. Promoted Video

  • Tweet copy length: Media Studio and Ads Manager allow the full 280 characters when tweeting.
  • Title (under video): 70 characters.
  • Description (under video): 200 characters.

4. Multi-image Tweets on Mobile

Tweet copy: 280 characters are available when composing Tweets using www.twitter.com. In ads.twitter.com, 280 characters are available in the creatives dropdown.

Image width/height: Minimum 600 x 335 pixels, although larger images (for example 1200 x 675) will be better optimized for when users click to expand images.

Aspect ratio: For two images, the images will be side by side, both at 7:8 aspect ratios. For three images, there will be one 7:8 aspect ratio image on the left, with two 4:7 aspect ratio images running up the right side of the image.

5. Conversational Ads

  • Tweet copy: 280 characters.
  • Hashtag: 21 characters.
  • Headline: 23 characters.

Twitter Ads Rates

The median rates for Twitter Ads in 2018 were the following:

Model Average Rates (2018)
CPM $6.46
CPC $0.38
CTR 1.51%

Source: AdStage

Twitter Ads Info

Platforms:Android, IOS
Key Markets:Global
Types:Mobile Ad Network, Social Ads
Ad Formats:Custom
Models:CPC, CPI, CPM
Targeting:Age, App, Audience, Behavioral, Carrier & WI-FI, City, Connection Type, Country, Demographics, Device, Gender, Geo, Interests, Keyword, Language, operating system, OS, Retargeting, Time, White & Black Lists
Trading Models:Self Service
Tracking:Custom
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