One Media Manager Twitter API edition
The reason why early access to the Twitter Ad API is a big deal for brands…
We were delighted to be chosen as one of Twitter’s first Ad Application Program Interface (API) partners. We believe our experience, technical capability and previous success with international brands contributed heavily to securing the partnership – but what exactly will this early access to the Ad API mean for our clients? And, more importantly, why is the news about the Twitter Ad API so important for every brand advertising in the social media arena?
Real time consumer engagement
Twitter is the leading source of real time information and we believe brands that leverage this opportunity could benefit from the huge increases in ROI that are available from analysing real time social media campaign activity.
The Ad API lets us create tools that amplify the nuances of consumer behaviour. That means clients can take full advantage of Twitter’s growth in the second screen phenomenon: it’s becoming an ever-present companion to TV advertising and live event sponsorship. During the 2013 Super Bowl, for example, Twitter hashtags were used in 50% of the commercials aired. Our Ad API tool – ONE Media Manager for Twitter – is a Real Time ROI Platform that helps make ad planning more effective by analysing and then directing the brand’s activity against live events or specific TV audiences in the most efficient and cost-effective way.
Efficiency and more refined analytics
In a study for a top 100 brand, we found that analysing success in the traditional way – post-click conversions – confirmed their campaign would not have been deemed profitable. However, by measuring the effect of the Twitter ad spend to other metrics (traffic and sales in the geographic areas exposed to activity vs. control regions that were not) … the campaign yielded a tangible ROI of 20%. We call this latency. It happens when people see content served to their mobile devices, but don't sign up or buy in to products there and then. ONE Media Manager for Twitter also makes the measurement of latency easier, which means marketers will have more information and clearer analytics showing the true value of their social media campaigns.
Our mission is to help brands secure the greatest amount of tangible value from the broadest investment in social media’s many platforms. This means offering tools and services that can combine strategy, content, media and measurement across Facebook, Twitter, Pinterest, Google+, YouTube, Instagram and Tumblr. We call this ‘Giving Social a Business Purpose’.
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