Integrating Twitter into Ad Campaigns
Twitter
is the media darling du present. But how does Twitter, which is an
ad-free platform, factor into a discussion about online media planning?
Because brands (or their agencies) looking to capitalize on the
popularity of Twitter have developed innovative ad campaigns
incorporating Twitter in several forms.
Let's talk about what Twitter-integrated campaigns entail, what the value is, who's doing them, and how to measure a campaign.
Advertising Options and Benefits
There are two primary formats for leveraging Twitter for advertising:
Sponsored postings (known as "tweets" on Twitter), whereby solutions
providers match-make advertisers with willing Twitter users. Companies
such as Twittad, Magpie, and Izea offer these services.
Incorporating live tweets into rich media ad creative. There are also a few experiments underway using Twitter to generate sponsorship advertising dollars:
Google has purportedly tested a new form of its AdSense unit that streams in an advertiser's last five tweets.
Federated Media is collaborating with Twitter on a Microsoft-sponsored site called ExecTweet.
All of these ads can be fairly low- to moderate-cost, relatively easy
to implement, and present a new way to reach people, as well as
generate awareness, brand buzz, and site traffic.
Click here to read more about Who's Doing It? Requirements for Successful Execution, Measuring ROI
