Yesterday Twitter celebrated the first anniversary of its Twitter Ads API by renaming the initiative to Twitter Marketing Platform Program, reflecting the growing suite of partners involved in the program as well as the tools that enable measuring and targeting.
In a blog post by Tony Wang, vice-president of global revenue partnerships and development at Twitter, the program is pitched as a way for marketers to achieve direct response from clients, enhance branding, and complement live events. Two social agency clients, SocialCode and Kinetic Social vouch for the platform as a successful means of advertising for their clients.
“Twitter Ads have become a necessary channel for brands, achieving direct response, branding and real-time marketing goals. For example, we used Promoted Tweets to increase retweet volume 60 percent in the days running up to the launch of a national network sitcom. For a major high-end retailer, we yielded a 61 percent improvement in direct-response ROI by implementing third-party DFA data. And for a major auto manufacturer during the Super Bowl, we synced a campaign with TV commercials to increase engagement rate 220% while lowering the cost-of-engagement by 40%.”
– Laura O’Shaugnessy, CEO and co-founder of SocialCode
“Becoming a Twitter API partner has been a game-changer for Kinetic, boosting the company’s growth rate while providing our clients with an entirely new level of sophistication and audience segmentation. For example, leveraging the API for TV-targeting in combination with our proprietary analytics and multivariate testing platform has allowed us to yield 5x improvements in engagement rates and a 250%+ lift in ROI metrics on average. It has been our privilege to help our clients – brands like H&M and M&M Mars – become true believers in the power of the Twitter platform.”
– Don Mathis, CEO of Kinetic Social
Twitter’s marketing platform partners offer software suites that are certified to manage the advertising pieces on the social network, such as Promoted Tweets or Promoted Profiles. Examples include the Adobe Media Optimizer, which combines Twitter’s advertising API with a range of other digital channels. Twitter lists its certified ads partners in a directory page.
There’s also a directory page for partners offering tools to target specific audiences.
For digital marketers with budgets set aside to reach social audiences, the marketing platform program is indispensable. Choosing the right software suite to either advertise across multiple social channels or target audiences with social messages on those same channels is key to automating as many marketing tasks as possible. Those who know Twitter is important to their strategy will want to make sure any software suite they consider is listed here.