Twitter is seeking committed partners. The firm's advertising media kit includes details on a Beta Partnership Program, and, unlike its pricey Promoted Trends offering, the seemingly new program requires ad clients to spend a minimum of just $15,000 over three months.
ClickZ obtained a recent Twitter media kit, which also includes information on Promoted Accounts and Promoted Tweets.
The Beta Partnership Program, according to the presentation, involves a blended insertion order for both Promoted Accounts and Promoted Tweets. Though Twitter recommends that advertisers spend at least $15,000 over a three-month period, the company indicates it is open to negotiation on minimum spend, noting, "Other number in mind? Email me." Beta partners are expected to launch their initial campaigns "within 10 days of [their] kick-off date."
The document also offers insight into minimum bid prices for Promo Accounts and Tweets. Promoted Accounts, which Twitter suggests help "Build a critical mass of loyal followers," are sold in a Cost Per Follow auction with a minimum bid of $0.50. The units can be targeted based on interest, according to keywords and followers. Geo-targeting at the country level is also available.
Promoted Tweets start off at a lower minimum bid - just $0.10. The Cost Per Engagement ads help "Get your message out beyond your core followership," according to Twitter, and are targeted based on keywords, as well as geo-targeted by country and DMA in the U.S. In this case, engagement refers to clicks, favorites, retweets and "@Replies."
As for campaign measurement, Twitter offers several dashboards associated with its ad products. Tweets Dashboard for instance shows the number of tweet impressions, clicks, retweets, replies and accumulated cost of a campaign. The Accounts Dashboard displays impressions, clicks, and follows; the Trends Dashboard, meanwhile, shows trend impressions, mentions, follows, tweet impressions, and the calculated engagement rate.
The Twitter media kit viewed by ClickZ does not include any detailed information on Promoted Trend pricing. Reportedly, the ads cost as much as $120,000 per day.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
December 12, 2013
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