Home  › Social › Social Commerce
Twitter logo

Twitter Slowly Opens the Gates With Advertising APIs

  |  February 21, 2013   |  Comments

Twitter released a new set of APIs today that give marketers third-party access to manage and implement their Twitter Ad campaigns.

Twitter released a new set of APIs today that give marketers third-party access to manage and implement their Twitter Ad campaigns. The move is expected to enhance targeting capabilities, performance metrics, and cross-channel opportunities for brands interested in Twitter's ad products such as Promoted Tweets and Accounts.

But not every brand or social media platform will gain access to the APIs right away. Integration is limited to select brands working with one of Twitter's first five partners - Adobe, HootSuite, Salesforce, Shift, and TBG Digital - that have been testing the service since last month.

"As we built out Twitter's ads API, we knew it would be important to work closely with our advertising partners to understand how to effectively scale their marketing campaigns," says Adam Bain, president of global revenue at Twitter.

Marketers will gain access to Twitter's initial set of advertising APIs through a growing set of partners as Twitter also begins work on certifying the strongest performing ad products that integrate with the Twitter Ads API.

"Our system rewards marketers for being good, not for being loud. And this approach encourages ads that are engaging, relevant and useful," April Underwood, product manager of revenue at Twitter writes in a blog post.

"We believe that this will result in improved management efficiencies, targeting and optimization capabilities, and stronger insights, which in turn will help us drive better results for clients through Twitter advertising programs," says Lisa Cucinotta, associate director of social media at Omnicom Group's Resolution Media.

After it applied granular targeting, tested different bid levels, and segmented campaigns by regions, Adobe revealed some impressive results, reporting a 63 percent increase in the brand's follower base and a 60 percent decline in total cost per follow.

Adobe gained an average of 400 new followers per day with Promoted Accounts during the trial, up from an average organic growth rate of around two dozen followers per day. By the close of the campaign, new followers were coming to Adobe at a rate of about 115 per day.

"Promoted Tweets and Promoted Accounts are important assets in creating a holistic digital marketing campaign," says David Karnstedt, SVP, media and ad solutions at Adobe. But as Michael Lazerow, CMO of Salesforce Marketing Cloud adds: "Successful Twitter marketing has evolved and must be more holistic than just publishing content."

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...