Mike Manganillo tells eMarketer how timeliness and TV tie-ins affect Twitter ad buys
Associate Media Director Mike Manganillo spoke with Danielle Drolet of eMarketer, Inc., about the advertising opportunities available on Twitter since the online social networking and microblogging service’s November 2013 IPO. Published last week and available to those with a subscription to eMarketer, the Q&A article begins with a discussion about Twitter’s evolving role in advertising.
Mike cited mid-2013, when Twitter allowed brands to target users and tweet videos and images, as a turning point, one that coincided nicely with the IPO. “As a result of this, we’ve been pushing clients to use or shift some dollars into Twitter vs. the standard Facebook ads on the newsfeed and marketplace,” he said.
When asked what the big opportunity is for paid advertising on Twitter, Mike replied, “Twitter’s tie to television. Brands should be attracting and building out that TV audience.” He gives the example of a consumer who, while watching a live sporting event on television, goes to Twitter first to talk about a surprising play, a stolen base, an ace or three-pointer. Because of this, Mike encouraged brands without big budgets or a lot of TV advertising to use the Twitter Amplify offering — a multi-screen partnership with Twitter that, according to the company’s blog, features real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters. This, Mike told eMarketer, Inc., “is where the platform is seeing a lot of its growth.”
Regarding Twitter’s measurement capabilities, Mike predicts improvements and points to a new product meant to help drive leads, which McKinney plans to try this year. “This will be great for some of our clients that are direct-response-focused.”
The biggest challenge? Marketers considering advertising on Twitter are finding it difficult to control conversations they start — sometimes with hijacked hashtags, as reported by Mashable, and sometimes simply via “your brand getting thrown into a conversation that it shouldn’t be a part of… [Clients] want more structure with the targeting, or content that can be controlled.”