Tag: twitter

CBS Partners With Twitter For The Upcoming #DemDebate

Posted on by Lab Team

What Happened
Furthering the integration of social media into live TV events, Twitter has struck a partnership deal with CBS News to create an “enhanced viewer experience” for the upcoming Democratic debate on November 14. Using the designated #DemDebate hashtag, CBS News will incorporate real-time data and live reactions from Twitter into its broadcasting, and some Twitter users may even get to see their tweeted questions answered in the debate.

What Brands Need To Do
In a bid to engage with viewers who seek second-screen experiences, broadcasters are increasingly incorporating mobile platforms into live events. CNN livestreamed the most recent Democratic debate via its website and mobile apps, while MTV opted to livestream this Sunday’s EMAs in 360-degree videos via its mobile apps.

As the line between the TV screen and the second screens begins to blur, brands can get a better chance at reaching their audience through cross-platform targeting. Tapping into the granular personal data available on mobile devices would be key for brands to reach their desired audience during live events.

 

Source: Variety

Twitter To Roll Out Promoted Moments This Weekend

Posted on by Lab Team

What Happened
Wasting no time to monetize its newest feature, Twitter is set to roll out branded Moments this weekend. Instead of inserting promoted tweets into existing Moments channels, Twitter will grant advertisers a dedicated Moments channel for 24 hours, allowing them to incorporate more photos, videos, and tweets to build a rich narrative and draw in the audience with branded content. The first-ever Promoted Moments will be for the upcoming sports drama flick Creed, produced by MGM and distributed by Warner Bros.

What Brands Need To Do
As we noted when Twitter first launched Moments earlier this month, this new feature makes content discovery on Twitter easier and quicker, especially for casual users. Now with the  launch of branded Moments, Twitter is opening the door for brands and marketers to capture the attention of Twitter users. For brands that are interested in trying out this new ad product, the key would be creating a collection of fun, engaging tweets that people will willingly watch and share.

 

Source: Bloomberg Business

Twitter Now Serves Native Video Ads Via Its MoPub Marketplace

Posted on by Lab Team

What Happened
Twitter announced at its Flight developer conference yesterday it has added the capability of serving native video ads in third-party apps to its in-app ad network MoPub Marketplace. Available for all developers and app publishers, this new native ad product features a video and a call-to-action button, similar to those on Twitter itself, in a style that can be customized to blend in with the content feed in third-party apps.

What Brands Need To Do
This new ad product came on the heels of a new ad network for pre-roll video ads that Twitter introduced last week, signaling Twitter’s determination in pushing further into the video ads market and contend with YouTube and Facebook. Compared to other common digital ads, native in-app ads bear no risk of being blocked by ad-blockers, which have seen rapidly increasing adoption this year. For brands looking to reach today’s mobile-first consumers, these two new video ad products from Twitter may prove useful.

 

Source: Marketing Land

Twitter Debuts “Conversion Lift Reports” For Comparing Campaign Performance

Posted on by Lab Team

What Happened
On Thursday, Twitter announced its plan to allow advertisers to generate reports that measure how much impact their promoted tweets have on converting users into customers across desktop and mobile. The reports will compare multiple Twitter Ads campaigns against one another to see how their conversion rates stack up. Facebook introduced a similar feature in early September, so it makes sense for Twitter to add this feature to better compete with Facebook for ad dollars.

What Brands Need To Do
According to Twitter’s own data, people who see a promoted tweet are 1.4 times more likely to to take action and move down the sales funnel than those who don’t. This new report can help advertisers better understand the impact of their ads and make informed decisions about where to spend their money. As Twitter ramps up its efforts in courting brands and advertisers under the reign of newly appointed permanent CEO Jack Dorsey, we expect them to continue to come out with new marketing tools and products, in the same vein as the “Sponsored Moments” and an ad network for pre-roll videos they introduced earlier this month.

 

Source: AdAge

Twitter Opens Ad Network For Pre-Roll Video Ads

Posted on by Lab Team

What Happened
Twitter is getting serious about video ads. The microblogging social network has expanded its Amplify program to include an ad network for pre-roll video on Twitter which allows marketers to  to automatically place six-second ads before videos professionally created by a wide range of publishers across the TV and digital publishing industries including Fox, MTV, Univision, BuzzFeed, Vox Media, and AOL.

What Brands Need To Do
Taking a page out of YouTube’s playbook, this new pre-roll ad network will no doubt bolster Twitter’s video ad capabilities. With the launch of the “Moments” feature earlier this week, Twitter now has a great channel to package its video content and deliver it via neatly curated collections to audiences based on their varying interests. Pre-roll ads offer a great spot to connect with the audience in a native way, and brands seeking to amplify their social reach should definitely take this new ad network into consideration.

 

Source: The Wall Street Journal

How Brands Can Make Use Of Twitter’s New “Moments” Feature

Posted on by Lab Team

What Happened
Earlier today, Twitter officially launched Moments, a brand new way for users to discover top tweets and for brands to reach a wider audience. Previously known as Projected Lightning, this new Moments feature presents editorially curated collections of best tweets in regard to various news items and live media events. With this new feature, users can now easily find the top tweets of the moment in a separate tab across Twitter’s mobile apps and desktop sites, therefore shifting its content focus from a user’s timeline to breaking news and events in real time. Major publishers like BuzzFeed, The New York Times, and The Washington Post have signed up to try out this new product. Twitter also reportedly has deals in place with a number of unnamed brands to run ads within the collections in coming weeks.

What Brands Need To Do
This new feature makes content discovery on Twitter easier and quicker, especially for casual users. Therefore it enhances Twitter’s appeal as a go-to site for real time news and events, which in turn brings a bigger audience for brands. Moreover, it also provides brands specific channels to reach different audience segments based on their interests, such as a sportswear brand reaching sports lovers by live-tweeting a major sports event. Although Twitter’s selections seem to be fairly news-centric at the moment, we can already foresee brands of all types getting on board during live media events with high-quality, timely tweets to get a piece of the amplified attention.

 

Source: The Verge

Promotional image courtesy of Twitter 

Brands Engaging Fans On Twitter With Native Polls

Posted on by Lab Team

What Happened
Last week Twitter quietly unveiled a new feature that allows simple, two-answer polls to be natively embedded into Tweets. Only select accounts have been granted access to this new feature, according to Twitter, but many major brands, especially those in sports, are already using the new tool to engage with their followers with simple, fun questions. The polls are visible on the desktop and mobile apps for 24 hours by default, with voting results only revealed after the polls expire.

What Brands Need To Do
This feature offers brands a new, low-barrier way to engage with their fans on Twitter, while also giving brands a chance to receive direct feedback. Besides, brands can also use this new tool to organize simple Twitter contests. For instance, last Friday, Tesco unveiled a pick-your-favorite cookie poll that also promised winners digital coupons. As social commerce continues to gain momentum, this new poll feature could play an important supporting role in engaging online shoppers, and brands of all types would be wise to start experiment with it.

 

Source: Marketing Land

ABC Uses Custom Hashtag-Emoji Combo To Unlock Previews On Twitter

Posted on by Lab Team

What Happened
Following Coca-Cola’s debut of the first-ever branded emoji on Twitter last week, ABC is tapping into the marketing potential of emojis to promote the new season premiere of its Thursday night  lineup. Fans of the three “TGIT” shows can tweet special hashtag-emoji combinations designated by ABC (Scandal, for example, asks for a combo of #Scandal and a wine glass emoji) to unlock exclusive video content from the corresponding shows via auto-generated private messages.

What Brands Should Do
Although it remains unclear if ABC actually paid twitter for this activation, since there’s no new emoji specifically created for this promotional efforts. Nevertheless, it provides an interesting new use case of how brands can innovatively tap into emoji’s unique marketing potential on social networks. The reward of exclusive previews incentivizes fans to engage with the campaign and help spread the message, a clever tactic that all brands with social marketing efforts could emulate and put to good use.  

 

Source: Marketing Land

Twitter And Google Team Up To Accelerate Mobile Web

Posted on by Lab Team

What Happened
In response to Facebook’s “Instant Articles” initiative to natively host publishers’ content for quicker access, Google and Twitter are teaming up to accelerate the speed of mobile web. The joint effort, reportedly to be launched with a small group of publishers this fall, differs from Facebook’s Instant Articles or Apple’s upcoming News app, as it won’t host publishers’ content, but instead to show readers cached Web pages from publishers’ sites.

What Brands Should Do
With Facebook’s dominance of the mobile ad market, it makes perfect sense for Google and Twitter – its two biggest rivals – to work together. Google’s cached Web pages will reportedly display the original ads the publisher sold along with the content, which in a way, would make these ad units more appealing to advertisers and brands. For brands that are skeptical of giving up total control over content to the likes of Facebook’s and Apple’s platforms, this new initiative between Twitter and Google would likely be worth looking into.

 

Source: Re/code

How MTV Used Vine To Capture The Viral Moments Of VMAs

Posted on by Lab Team

What Happened
During this Sunday’s VMAs broadcast, MTV’s official Vine account outshone the channel’s performance on other social networks, including Twitter, Facebook and Instagram. While much of the conversation surrounding the annual award show happened on Twitter, it was Vine that had the most interactions among all social media, with the top vine video amassing nearly 11 million plays.

What Brands Should Do
Vine’s endlessly looping, six-second-long format made it a perfect platform to disseminate and consume the viral moments of media events in bite-sized portions in real time, something that most brands should leverage into their social media efforts. Essentially gifs with sound, Vine offers the perfect format for brands to create short-form viral content to engage their fans with. Plus, its deep integration with Twitter no doubt helps to expand its reach as well, as Vine videos are natively embedded in tweets.

 

Source: Digiday

Header image taken from MTV’s Vine Account Page