Twitter API Release: Ads Platform gets Simpler, Smarter and more Real-Time

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Twitter API Release: Ads Platform gets Simpler, Smarter and more Real-Time

By Justin Sadowski, Account Operations Manager When a remarkable event occurs anywhere, and anytime, Twitter is the first place many participants go to share in the experience.  But, an ads platform to capitalize on the responsiveness of an always-on populace has lagged behind the impressive growth of Twitter’s user base. Enter the Twitter API. Campaign Strategy with Twitter The long, awaited API release from Twitter will bring its advertising product to where its user platform has thrived: real-time responsiveness.  This release is about speed and scale.  It allows Twitter to become a viable and manageable option for cross-channel media budgets.  By allowing companies to build on its API, Twitter will more effectively compete with Facebook, who sees roughly 60% of its ad revenue come through its API, and widen the revenue gap in Mobile Ads.  By testing its API with companies known for Social Listening, Content Publishing, and CRM management Twitter can be leveraged for partner’s who use a more integrated solution with ads being a vital piece of a brand’s overall Twitter and digital strategy. Ads are a more vital piece of a brand’s overall Twitter and digital strategy.  With these partnerships, advertisers will be able to launch ad campaigns that test, learn and spend at a greater speed and efficiency.  Additionally, the API will allow advertisers to shift budgets from other channels within the same platform (Adobe, TBG Digital) making their product an easier and more accessible option to reach an always connected participant base. “If it’s on TV, it’s on Twitter” This year’s Super Bowl demonstrated the problem of live TV – it’s Live! Events change, plot lines thicken, but there had been minimal ways an advertiser could participate in live events beyond tweeting to their followers.  When the 34 minute black-out occurred many viewers stepped away, while tens of millions were being dumped into broadcast ads.  Some advertisers moved to Twitter, where user’s posted a staggering 231,500 tweets per minute.  Walgreens was able to gain 3,300 retweets for a tweet that simply read, “We do carry candles. #SuperBowl.”  While these advertisers quickly moved to publish remarkably creative ads in a short time-frame, the ability to create and target Promoted Tweets remained an intensely manual process.  Many opted to simply tweet to their followers without any paid media support.  The API will allow advertisers to measure, optimize, and promote their content immediately as events unfold. #Hash it out As #Hashtags have become ubiquitous on programs and advertisements the API will allow for real-time shifts of budgets to optimize towards the most engaging and influencing content.  If a broadcast ad is resonating on Twitter with a specific demographic a campaign could be created and published within minutes to capitalize on the Trend.  If #Hashtag-A is trending more than #Hashtag-B, the promotion of one tweet over another could occur in real-time for the specific demographics that are already engaged and participating.  As third-party partners build on the API, marketers will find greater ease of use and access to Twitter’s products – in a loop from social listening to content development thru paid promotion, and back again.

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