As previously reported, Twitter has officially launched its Ads API. Initial partners include: Adobe, HootSuite, Salesforce, SHIFT and TBG Digital.
Adobe shared some early results, as its Media Optimizer tool (which manages over $2 billion in annual ad spend) utilizes the API. The company worked with a few of its customers, including Levi Strauss and Threadless as well as its own Adobe account, and shared these results:
- By using granular targeting, testing different bid levels and segmenting campaigns by regions, Media Optimizer was able to increase the follower base (number of followers on Twitter) by 63%
- Adobe saw the total Cost Per Follow (CPF) decrease by close to 60% or approximately $2.00
- Prior to the campaign Adobe saw steady organic growth at around two dozen followers per day. With Promoted Accounts Adobe saw the growth rate spike dramatically to an average of over 400 new followers per day
- Since the completion of the campaign Adobe saw its follower growth revert to a new, higher baseline of about 115 followers per day. Postings and promotions have not changed significantly, which indicates a possible ongoing benefit of Twitter’s Promoted Accounts and new followers being highly engaged with the brand
"Our customers have been asking us to include Twitter in the Media Optimizer solution," says David Karnstedt, Senior Vice President, Media and Ad Solutions at Adobe. "Promoted Tweets and Promoted Accounts are important assets in creating a holistic digital marketing campaign. The performance gains Media Optimizer produced during our beta period, such as lowering cost-per-follow by 60%, are indicative of the value we offer our customers for their Twitter campaigns."
The company discusses its early campaign results more here.
HootSuite is offering a new integration for Twitter, providing customers with amplification of owned into paid media, agency collaboration, real-time social campaigning, and layered social media reporting.
“HootSuite provides our clients with the ability to amplify their owned content, keeping them at the forefront of social advertising opportunities. This process is now a simple and efficient one,” says Ryan Holmes, CEO of HootSuite. “The new integration allows stakeholders in social businesses to instantly buy Promoted Tweets and Accounts from their HootSuite dashboard using our secure, role-based team workflow.”
More on HootSuite's new integration here.