Twitter Launches New Analytics Tools

July 14, 2014 | By

The micro blogging site is sprucing up its analytics dashboard with the launch of new tools that enable marketers to measure all tweets’ performance in depth, including non-sponsored ones (read organic tweets). Marketers can now see the number of tweet impressions, clicks, expands, re-tweets and profile clicks generated. You can also know the number of new followers you have gained through each tweet. The tweet activity dashboard has been launched around the world and is available to all advertisers, Twitter card publishers and verified users. Check out the following screenshot that displays the new tools’ capabilities: recent tweets along with impression counts, number of engagements and engagement rate. Image courtesy: Ad Age If you want to view engagement by category, you can click on the numbers, which brings up these details: Image courtesy: Ad Age Effect on marketers The launch of these tools helps marketers better understand organic content performance on Twitter. What’s more, if a tweet has gone viral and has been re-tweeted a lot, you will be able to view the performance of that particular tweet with a breakdown of how influential each category has been. Viral tweets contribute to an increase in engagement and consistent viral tweeting …

Facebook Acquires LiveRail and Twitter Picks up TapCommerce

July 4, 2014 | By

Facebook The latest addition to Facebook is LiveRail, an online video advertising company that provides premium publishers the technology to sell video inventory across all devices. LiveRail connects publishers to major ad networks, Demand-Side Platforms (DSPs), trading desks and exchanges. It uses a combination of real-time bidding and proprietary market data. LiveRail will be functioning as a wholly owned subsidiary of Facebook and will be integrating its data with Facebook’s to improve user targeting and display better ads. Video ads’ increasing popularity has propelled marketers to take serious note of it. Now, social platforms are catering to marketers’ video ad requirements. Plus, industry trends are leaning towards programmatic ad buying and Facebook’s acquisition of LiveRail underlines the importance of this trend. With LiveRail’s capabilities, marketers will now be able to harness the power of videos ads and will take Facebook’s user reach and user engagement to a different level. Twitter Treading on the path of boosting its mobile ad offering, Twitter has announced that it will be acquiring TapCommerce, a leading mobile retargeting and re-engagement advertising company. After its acquisition of MoPub, Twitter says it has been working on improving its mobile advertising capabilities. Users are increasingly juggling different media …

Animated GIFs, now on Twitter!

June 23, 2014 | By

The social media platform recently announced that users will now be able to share and view animated GIFs on the Twitter desktop site and on its Android and iOS apps. This move saves users from the round trip they had to take until now, uploading the image on third-party sites like Imgur and then sharing the link on Twitter. Users can now share GIFs directly on the site. However, GIFs will not automatically play on Twitter. Each GIF will have a white play button on it, which the user has to click to play the GIF.  Changes for Marketers Enabling of animated GIFs provides content marketers with more creative avenues for their content marketing efforts. GIFs capture attention and engage users more easily. They also help deliver brand messages to customers better through animated visuals. With a 140 character tweet limit, it sometimes would be tough for marketers to convey emotions behind messages. Adding a GIF now makes it easier. Let us know if you have anything to add to this…

Posted in GIF | Twitter

Twitter Offers Mobile Ads Beyond its Site and LinkedIn Shuts Polling in Groups

April 21, 2014 | By

Twitter’s Mobile App Install and Engagement Ads Post its acquisition of MoPub in 2013, Twitter is expanding its reach by selling ads in mobile apps beyond Twitter. According to Twitter’s blog, “For marketers, this means a rich, native ad unit that combines the best of Twitter Cards and Promoted Tweets. Users can easily install and engage with apps, directly from the Twitter timeline.” Through MoPub exchange, you can purchase ads that power mobile app installs and engagement. These apps appear on Twitter as well as thousands of apps on MoPub’s network. Currently in private beta, these ads will be available for purchase in Twitter’s ad auction. You can apply other targeting parameters offered by Twitter for these ads. You can also participate in real-time bidding to buy mobile app installs and engagement ads programmatically through MoPub within Twitter’s ad system. The ads will appear in the form of banners, interstitials, videos and also in native formats. A few brands like Spotify, HotelTonight, Kabam, Deezer, SeatGeek, GREE and GetTaxi have already tested this feature in beta. Mobile app installs and engagement ads will work on both, Android and iOS. MoPub reaches more than 1 billion unique devices, which is a huge …

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