One day after returning as head of product, Twitter co-founder Jack Dorsey said the micro-blogging service’s ad products could use more cohesion. “I think the biggest challenge is tying them all together,” he said. The comment was a reference to Twitter’s three core offerings for marketers – Promoted Trends, Promoted Tweets, and Promoted Accounts.
Speaking at the Columbia School of Journalism in New York this morning, Dorsey fielded questions about citizen journalism and privacy while also talking in detail about his mobile payment start-up Square. When asked about the future of Twitter advertising, he not only alluded to how his company’s marketing products could be improved but also took the time to single out its successes.
He pointed to the tweet activity generated by Promoted Trends campaigns for entertainment marketers. In particular, Dorsey said, the very first Promoted Trend on his site – for the Disney film “Toy Story” – provided a “fantastic case study.”
“I think advertisers have been surprised at the level of engagement,” he said. “They are happy with the numbers they are seeing for click-throughs.”
Dorsey, a 34-year-old Twitter co-founder, announced his return as executive chairman and product lead yesterday with a tweet through his “@jack” account. After being ousted in 2008, he has remained a Twitter director but has not been involved in daily operations.
Twitter’s executive leadership has of late resembled a game of musical chairs. In October, then-CEO Evan Williams stepped aside to focus on products and to let Dick Costolo, COO at the time, take Twitter’s reigns. Now, Williams is taking Dorsey’s role from the last two years as a company director who is not participating in daily operations. Williams is reportedly mulling the launch of a new start-up during a sabbatical at his Lake Tahoe, CA, home.
Meanwhile, there’s probably no digital marketing topic more white-hot these days than location, and Twitter advertisers are looking forward to learning more about the San Francisco-based company’s recent tests with geotargeted ads. Dorsey didn’t mention the development when asked about ads during his appearance on Tuesday.
At any rate, buyers of Twitter’s Promoted Tweets and Promoted Accounts ads are granted some interest-level targeting, but they haven’t been able to zero in by location. And, Promoted Trends advertisers can only run global ad placements. These reach all Twitter.com visitors and range in price from $70,000 to $120,000. Promoted Trends is being excluded from the current geotargeting ad test, which suggests Twitter is holding that placement in reserve for large national and global advertisers.
Brands have been upping their investments in new ad products from popular social media services, but are they getting their money's worth?
Instagram is determined to introduce as many new features as possible in 2016 and that's why it has launched Live video on Stories, as well as ephemeral posts on direct messages.
Audience targeting can be challenging in social media, especially when brands make quick assumptions about their target users. How can you avoid generalisation and what are the real benefits of it?
While it typically conjures up images of consumers clamoring for deals on big ticket items, American retailer Walgreens is hoping that this year it can be the first place consumers turn for inexpensive gifts like wine, candles and small toys.