This week Twitter announced a number of new offerings to their advertising platform designed to create new opportunities for marketers to drive action from users, Lead Generation Cards and Targeted TV Ads.
Since the introduction of Twitter Promoted Tweets and Accounts in 2010, the ability to directly serve ads to users was limited to these traditional display ads. Photo galleries, media players, hashtag pages and “deep-linking ” in apps, offer enhanced ads, and today marketers have a whole new toolkit of analytics, products, and materials to find success on Twitter and amplify their campaigns.
Lead Generation Card
Twitter’s new Lead Generation Card gives marketers a way to directly turn their social conversations into unique offers and capture information about their followers and import that into a CRM for new lead nurturing campaigns.
From the Twitter Blog:
When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.
Someone who has opted into a Twitter Lead Generation card either has interacted with your business regularly through social interaction, or has been served this ad. Before, businesses might only be able to serve a message, video or link and hope a user clicked it.
Now with this highly visual, pre-filled form that is easy to submit with just one click, you will be able to bring significantly more people into your marketing funnel.
TV ad targeting on Twitter.
People are already tweeting about television shows and commercials in real time.
In fact, 64 percent of mobile centric users on Twitter use it in front of the TV at home.
But as Digital and Broadcast mediums continue to collide and second screen devices proliferate and become first screen devices, the ability to connect these engagement experiences has been a mystery. While there has always been the standard practice of building integrated marketing campaigns with unifying themes across all platforms, there has still been a disconnect between these broadcast and digital ads.
TV ad targeting for Promoted Tweets, powered by the acquisition of Bluefin Labs earlier this year, allows marketers to engage directly with people on Twitter who have been exposed to their ads on TV, through the help of new technology that looks at social data to determine what trending shows people are talking about.
These connected Twitter and TV ad campaigns allow brands to optimize their content and extend their stories across multiple platforms.
With the introduction of Lead Generation cards above, marketers can now serve up a fast and on-brand call to action a user can really act on in real time.
This means Twitter is finally able to serve your brand’s featured GIF (like JIF) during the next big spot in the middle of Game of Thrones.
More and more TV shows work with companies (like the one I work for, Livefyre) to display Tweets on TV and curate them into real-time social hubs on their owned sites or into mobile apps to build new experiences that activate and promote more Twitter use.
This is new storytelling technology for marketers, giving brands the ability to extend their campaigns from TV to Twitter and back again for a completely immersive experience, while continuing to drive users to a desired action.
Creative is now more powerful than ever.
It’s not just about Links anymore, brands can serve up Vines, Photos, Lead Generation Cards and Embedded Media from their own sites through these promoted experiences.
From engaging content to great visuals, you need to take the time to make sure you are producing high-quality work in your marketing campaigns.
The notion of a creative brand newsroom is no longer so far fetched, companies are increasingly looking to produce in real time to take advantage of people at their most attentive states.
You could say it was a big week for Twitter.
What do you think about these new Twitter Advertising features?
What features would you like to see introduced to Twitter’s Ad Platform?