Twitter has not been as successful as competitors Facebook and Google when it comes to advertising. That may be because the advertising process across the platform has been too “complicated” according to CEO Jack Dorsey.
He told an audience at the Dmexco event that the social media platform wants to change the way it sells ads to brands and revamp campaign visibility. He said:
“Our focus is on two things: one, we need to simplify it and differentiate it, it’s been a little bit too complicated for our advertisers to use in the past.”
As part of the move to make the Twitter advertising experience less “clunky”, he promised that the company would focus on improving its ad experience for clients.
In conversation with Sir Martin Sorrell, the CEO of WPP, Dorsey also confirmed that proving to marketers that their ad expenditure was working in terms of ROI was a core focus for Twitter.
“Priority number two is prove that it works. We have not focused enough on measurement and proving that it works so that is a big focus for us.”
Twitter has been trying to improve its measurement tools by adding verification through Nielsen last summer. In addition, there were talks of a paid premium model for super users which embedded advanced analytics.
Meanwhile, the company’s publishing platform MoPub added improvements for publishers and their in-app inventory via the launch of its SDK and support from Integral Ad Science (IAS) and Moat.
In addition, the network had announced plans earlier this year that it would seek accreditation by the Media Ratings Council to ensure ad viability.
According to a survey by World Federation of Advertisers (WFA) among 35 multinational companies, transparency continues to be a key issue for advertisers (47%), followed by brand safety (36%). A majority of them (63%) are investing in viewable impressions that can meet industry standards, whilst 37% revised their criteria for viewability.
It seems that Twitter has latched onto these concerns and wants to ensure it meets clients’ demands.
However, following new claims that advertisers have been able to target campaigns based on derogatory keywords, Twitter will also have to focus on prohibiting offensive targeting at the same time. A spokesperson said:
“We determined these few campaigns were able to go through because of a bug that we have now fixed. Twitter prohibits and prevents ad campaigns involving offensive or inappropriate content, and we will continue to strongly enforce our policies.”