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.
Justin Merickel is senior director of new product innovation for Advertising Solutions at Adobe
(Images updated: 2-20-13)