Twitter starts with video advertising
Challenged by the changes in current online ad delivery and monetization that have ramped up sales and marketing programs for its social media peers, Twitter proves that it has the most mobile compatible and flexible ad delivery platforms in the business by coming up with four new ways for advertisers to create or buy ads on their platform. These are additions to their original (and still very effective) model.
It is no coincidence that Twitter came out at the time that mobile systems were on the verge of perfecting online compatible delivery and processes. Twitter’s laconic messaging and very low bit-rate transfers were perfect for mobile’s online connectivity. It remains so to this day – but it is also time for Twitter to make itself more open for competitive ad buys. Where ad buyers operated on the cost-per-engagement model alone, now they have been given further options on engagement capture programs, conversions to website links, app installations or user email ads.
The complete new model for Twitter means that it can accommodate more ad spend for advertisers, publishers and their clients, realizing much of the potential for their site. Social media needed Twitter, and now it pays back with a more expanded interactive experience. Young, but not cocksure; engaging, but never upstart, the company diverged from other social media platforms to map out the territory for mobile social engagement and is now coming back as a full partner for a landscape that has fully integrated all its devices for screen agnostic and programmatic viewing.
The campaign started in with app-install ads in June this year, charging Twitter clientele per app click. This followed the 2013 floater or preliminary experimental program that used “Lead Cards” to enable users to have rich-media engagement. Next came comes a YouTube-like system that charges advertisers only for click-throughs. By acquiring an online payment and money transfer infrastructure system CardSpring, it became a full-fledged competitor in the e-commerce sector.
Marketers slowly but surely are certifying that social media sites are becoming real players in the business, and they are putting their money where true business outcomes are for the taking. Twitter is the probably the final key that completes the cross-device interactive industry – and most, if not all, players in the industry are migrating to full development schemes that will see more and more consumers relying on social media and mobile devices for internet connectivity, online video, ads, and online shopping – these are in addition to their all-important fundamental usage in very affordable wireless communications.