Twitter Seeks 3 Month Commitments in New Ad Program
Unlike the pricey Promoted Trends offering, the partner program requires ad clients to spend a minimum of just $15,000 over three months.
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.
