{"id":643196,"date":"2013-02-20T15:06:06","date_gmt":"2013-02-20T20:06:06","guid":{"rendered":"http:\/\/gigaom.com\/?p=612292"},"modified":"2013-02-20T15:06:06","modified_gmt":"2013-02-20T20:06:06","slug":"twitter-seeks-more-better-advertising-with-new-api","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/643196","title":{"rendered":"Twitter seeks more, better advertising with new API"},"content":{"rendered":"

Looking to manage more than a few promoted tweets for your company? The arrival of the Twitter advertising API could spell changes for how you go about that. The company\u00a0announced the API’s arrival<\/a>\u00a0on Wednesday, a product that will allow brands to manage tweets across multiple platforms and on a larger scale than was previously available. The company has\u00a0initially\u00a0launched with a select few partners, including Adobe, Hootsuite, Salesforce, SHIFT and TBG Digital.<\/p>\n

Twitter explained the release and what it means for brands in a blog post<\/a>:<\/p>\n

\n

“What this means is that as marketers, you\u2019ll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns \u2014 and integrate them into your existing cross-channel advertising strategies. Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices \u2014 all at scale.”<\/p>\n<\/blockquote>\n

The companies will use Twitter’s API to let brands manage Twitter advertising on a larger scale through existing analytics products from companies like Adobe or Salesforce, letting the brands manage promoted tweets and target them at specific audiences. Some of the companies that Twitter is launching with have already been experimenting with the product, and unsurprisingly\u00a0appear to be satisfied so far, like Adobe, which wrote a blog post pointing to improvements<\/a> in advertising coming from the API integration:<\/p>\n

\n

“Our work has inte\u00adgrated Twitter\u2019s Pro\u00admoted Prod\u00aduct Ads APIs into\u00a0Adobe Media Opti\u00admizer<\/a>, the only cross-channel dig\u00adi\u00adtal adver\u00adtis\u00ading plat\u00adform in the indus\u00adtry that\u00a0manages,\u00a0optimizes\u00a0and\u00a0accurately\u00a0fore\u00adcasts the per\u00adfor\u00admance of ad cam\u00adpaigns across social, search and display.<\/p>\n

By using gran\u00adu\u00adlar tar\u00adget\u00ading, test\u00ading dif\u00adfer\u00adent bid lev\u00adels and seg\u00adment\u00ading cam\u00adpaigns by regions, Media Opti\u00admizer was able to increase our fol\u00adlower base by 63%. At the same time, we saw the total Cost Per Fol\u00adlow (CPF) decrease by close to 60%, or approx\u00adi\u00admately $2.00. Two key com\u00adpo\u00adnents of our CPF improve\u00adment were access\u00ading less expen\u00adsive impres\u00adsions as well as achiev\u00ading bet\u00adter con\u00adver\u00adsion rates from those impressions.”<\/p>\n<\/blockquote>\n

Twitter has previously let companies manage promoted Tweets, but giving them the ability to target specific audiences and locations makes sense as Twitter makes it easier to advertise on its platform generating revenue as it aims for an expected IPO later this year or next year<\/a>.<\/p>\n

\"\"<\/p>\n

<\/a><\/p>\n

Related research and analysis from GigaOM Pro:<\/strong>
Subscriber content. Sign up for a free trial<\/a>.<\/p>\n