Twitter has not disclosed much about how its advertising network really operates, but in a recent presentation aimed at advertisers the microblogging platform offered some interesting insights into how Twitter Ads work and what the company has planned for the next several months.
Twitter aims to offer far more than just text and image ads. The company has 248 million monthly active users, and it hopes that it will be able to entice more advertisers to use the service – and help those advertisers reach a large portion of those users. There are currently just 60,000 advertisers on Twitter but there are 9 million potential advertisers and Twitter would like to reach as many of those as possible. Twitter recently launched some new ad formats, and they have proven very popular – accounting for 29 percent of Twitter’s ad revenue to date. The social network delivers 185 billion impressions per quarter, and there are half a million tweets published per day. With so much activity, it makes sense for advertisers to try the platform.
Video Ads Coming Soon
Twitter has promised that it will launch native video advertising this year, and it hopes that the service will be available by the summer. Last year, Twitter integrated Vines and GIFs and added support for embedding video into the timeline, but now it wants to add support for recording, editing and sharing videos from within Twitter itself. Videos recorded on Vine have strict length requirements, and Twitter hopes that users and advertisers will enjoy being able to share longer videos.
Twitter tested native video advertising with a limited number of advertisers between March and August 2014. The Promoted Video service sold video ads on a cost-per-view basis and it was found that Tweets with native video had much better engagement than those with video links.
Twitter emphasized that while the user base of logged-in users is somewhere around 248 million per month, there are another 500 million users who view Tweets that are not logged in to a Twitter account when they do so. Syndicated content viewers and viewers who are using the mobile app version of the platform are worthy of consideration too, as many companies offering SEO in the UK have already noticed. Twitter is a great option for advertisers looking to reach a wide audience. The targeting options are not as sophisticated as they are on Facebook, but engagement is good, and with video it is only likely to get better.