Ear­lier today, Twit­ter announced its new Twit­ter Ads API Pro­gram. Adobe is an early Ads API part­ner and we have been test­ing the func­tion­al­ity with sev­eral key cus­tomers includ­ing Levi Strauss & Co., Thread­less, as well as our own Adobe account with the goal of bring­ing Twitter’s Pro­moted Prod­ucts to a broader set of cus­tomers over the com­ing weeks. Our work has inte­grated Twitter’s Pro­moted Prod­uct Ads APIs into Adobe Media Opti­mizer, the only cross-channel dig­i­tal adver­tis­ing plat­form in the indus­try that man­ages, opti­mizes and accu­rately fore­casts the per­for­mance of ad cam­paigns across social, search and display.

Twit­ter offers adver­tis­ers an oppor­tu­nity to broadly reach and engage both indi­vid­u­als and brands with more than 400 mil­lion tweets each day. Now our cus­tomers can ben­e­fit from Twitter’s reach by tar­get­ing Pro­moted Tweets and Pro­moted Accounts for cam­paign ampli­fi­ca­tion directly through Adobe Media Opti­mizer. With Media Opti­mizer, adver­tis­ers can man­age Twit­ter along with all of their core paid social advertising—including Face­book and LinkedIn, as well as paid search and dis­play campaigns—from one com­mon inter­face with opti­miza­tion capa­bil­i­ties such as port­fo­lio bidding, real-time bid exe­cu­tion, report­ing, and multi-variate testing capabilities.

Start­ing today, our cus­tomers can take advan­tage of the new Twit­ter ad man­age­ment fea­tures. Spe­cific ben­e­fits include the abil­ity to quickly set bud­gets and sched­ules as well as pref­er­ences for tar­get­ing ads such as geo-targeting (loca­tion), inter­est groups (#adobe, #social­mar­ket­ing, etc.), tar­geted device types (e.g. mobile), and other demo­graphic information.

Early Results Show Strong Performance

Adobe tested the Pro­moted Accounts API over sev­eral weeks to grow our com­mu­nity for the Adobe Mar­ket­ing Cloud. By using gran­u­lar tar­get­ing, test­ing dif­fer­ent bid lev­els and seg­ment­ing cam­paigns by regions, Media Opti­mizer was able to increase our fol­lower base by 63%. At the same time, we saw the total Cost Per Fol­low (CPF) decrease by close to 60%, or approx­i­mately $2.00. Two key com­po­nents of our CPF improve­ment were access­ing less expen­sive impres­sions as well as achiev­ing bet­ter con­ver­sion rates from those impressions.

Prior to the cam­paign we saw steady organic growth, unas­sisted by paid media, at around two dozen fol­low­ers per day. With the Pro­moted Accounts opti­miza­tion in Media Opti­mizer we saw the growth rate spike dra­mat­i­cally to an aver­age of over 400 new fol­low­ers per day. Since the com­ple­tion of the cam­paign, we’ve seen our fol­lower growth revert to a new, higher base­line of about 115 fol­low­ers per day. Post­ings and pro­mo­tions have not changed sig­nif­i­cantly, which indi­cates a pos­si­ble ongo­ing ben­e­fit of Twitter’s Pro­moted Accounts and new fol­low­ers being highly engaged with the brand.

Our cus­tomers have been ask­ing us to include Twit­ter in the Media Opti­mizer solu­tion,” said David Karn­st­edt, senior vice pres­i­dent, Media and Adver­tis­ing Solu­tions at Adobe. “Pro­moted Tweets and Pro­moted Accounts are impor­tant assets in cre­at­ing a holis­tic dig­i­tal mar­ket­ing cam­paign. The per­for­mance gains Media Opti­mizer pro­duced dur­ing our beta period, such as low­er­ing cost-per-follow by 60%, are indica­tive of the value we offer our cus­tomers for their Twit­ter campaigns.”

As with all Twit­ter adver­tis­ing prod­ucts, we are tak­ing a thought­ful approach in how we develop new tech­nolo­gies that help mar­keters, and users, get the great­est value out of Twit­ter,” said Adam Bain, Twitter’s pres­i­dent of global rev­enue. “We are thrilled to have Adobe be part of our Ads API beta as they bring together mea­sure­ment, opti­miza­tion and fore­cast­ing in a sin­gle solution.”

Want to hear more about our work with Twitter?

Don’t miss us at this year’s Adobe Sum­mit – The Dig­i­tal Mar­ket­ing Con­fer­ence (March 4 – 8 in Salt Lake City, Utah). One of our guest keynote speak­ers is Twitter’s Pres­i­dent of Global Rev­enue, Adam Bain, who over­sees Twitter’s world­wide mon­e­ti­za­tion efforts and the roll­out of its adver­tis­ing plat­form. Adobe Sum­mit is truly is THE dig­i­tal mar­ket­ing event of the year for mar­keters and adver­tis­ers who want to drive the best per­for­mance and account­abil­ity in their orga­ni­za­tions. And, if that’s not enough –The Black Keys (fresh off their sixth Grammy Award win) are head­lin­ing the Sum­mit Bash, and we’re host­ing a ski day at the Canyons Resort. Check out the full agenda and get reg­is­tered today.

About Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross-channel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.

Easily select social advertising channels through Media Optimizer. Facebook, Twitter and LinkedIn are fully integrated with our cross-channel advertising platform.

Eas­ily select social adver­tis­ing chan­nels through Adobe Media Opti­mizer. Face­book, Twit­ter and LinkedIn are fully inte­grated with our cross-channel adver­tis­ing platform.

Twitter Promoted Account or Promoted Tweet ad selection interface from within Media Optimizer

Twit­ter Pro­moted Account or Pro­moted Tweet ad selec­tion inter­face from within Adobe Media Optimizer

Adobe Media Optimizer enables advertisers to target specific interest groups associated with campaign targeting preferences supporting paid Promoted Tweets.

Adobe Media Opti­mizer enables adver­tis­ers to tar­get spe­cific inter­est groups asso­ci­ated with cam­paign tar­get­ing pref­er­ences sup­port­ing paid Pro­moted Tweets.

Justin Mer­ickel is senior direc­tor of new prod­uct inno­va­tion for Adver­tis­ing Solu­tions at Adobe

(Images updated: 2−20−13)