Objective/KPI Matching
Your client has a video asset and wants to drive the lowest CPM possible. What objective would you recommend?
Reach
What bid type would you recommend for a price sensitive advertiser's campaigns?
Target cost or max bid
What are 3 creative best practices for all tweet content?
- keep it short
- clear CTA
- copy + visuals connected
Coca Cola is a NASCAR sponsor and they want to extend that sponsorship on Twitter with a video asset. They measure all media performance through MMM models where low CPMs are key.
What product + objective(s) would you recommend they run?
- Amplify Sponsorship (NASCAR)
- CPM (cost per 1k vid starts)
- Reach objective
What would you suggest to an advertiser who’s launching a new product and wants their :30s video ad to reach every user on Twitter?
First view is the best option because the video will be the first ad in every user’s timeline that visits Twitter in a 24 hour period. A promoted trend or Spotlight trend is not the right fit because we don’t allow a :30s video asset for those units, and we can’t *technically* guarantee that every user will visit the trending page.
What are the 3 key creative best practices for video?
Short videos
Early branding (first 3s)
Strong visuals
Mercedes has a 6s video teasing their new 2021 model, and want as many cheap video views as they can get their hands on.
What product and objective(s) would you recommend they run?
Either Promoted Video or Amplify
MRC 2s/50%
What creative unit allows a brand to creatively gather opinions and engage with audiences on Twitter?
Media polls
What are 3 key areas brands can connect with users on Twitter around?
Events (March Madness)
Occasions (Spring Break)
Trends (Yoga)
Macy’s has cultivated an influencer network called the Style Crew, and they’re using them to promote their spring sale. They want people to watch the content to the end to catch the promo deal, while also going to the website to check out the sale items.
What product and objective(s) would you recommend they run?
Video website card, video views/clicks
For awareness objective, why would CPM increase the more narrow your target gets?
Because you’re looking for a much more specific user and it’s harder for the auction to find. You have to bid (and pay) more for niche users.
Why are Amplify sponsorships generally more expensive (than say promoted video)?
It’s considered premium content because of either the strength of the publisher (i.e. NFL) or often surrounds an event (i.e. Grammys). Advertisers need to pay more in order to be aligned with that content.
Netflix wants to drive awareness around Bridgerton's second season. While awareness is their primary KPI, they also want to drive engagement with a promoted poll. What objective would you recommend they run?
Awareness, optimizing towards "reach with engagement"
If an advertiser has a big launch coming for a new product line, when would you recommend promoted trend?
- want to be part of a conversation (trends surround promoted hashtag)
- looking for mass reach and premium placement amongst a broad target
- have creative appropriate for trend spotlight (add on)
What demo targeting does Twitter have available?
Location
Language
Device + Carrier
Gender + Age