Twitter has recently announced that it is rolling out an Ads API, which isn’t much of a surprise. The move had been predicted for almost two years by various rumor mills, with LinkedIn and Facebook already making a similar service available. In Twitter’s case, it was just a matter of when it would happen.
Many see this decision as a wise move by Twitter for numerous reasons. It lets Twitter profit from the expertise of various third party developers that have a lot of experience putting together online marketing platforms which will help advertisers create, manage and optimize advertising campaigns of different sizes.
But what impact will this have on marketers and companies advertising budgets? What can advertisers get from third party advertising solution partners soon?
Buying Ad Units on Twitter Will Become Easier
Previously, Twitter only had two ways to buy advertising: either using their basic interface by yourself or contacting Twitter’s direct sales team. The problem with this approach to buying ads is that it becomes quite hard to scale if the advertiser wants to run several campaigns frequently. By making the Ads API available, Twitter has taken steps to make things easier for online marketers, giving them the ability to purchase and manage Twitter ad units from numerous third party developers.
It is Easier to Create Ad Campaigns on Twitter
Putting up and managing advertising campaigns on Twitter was quite tedious. The process wasn’t really adapted to the needs that big brands and advertising agencies have. If an agency had to create thousands of ads for different clients each day, the process would be quite painful for them.
By giving them the ability to use third-party tools such as Adobe Marketing Cloud and TBG Digital One Media Manager, advertisers now have the ability to upload and change ads in bulk, making the creation and management process a lot easier, just like on YouTube or Facebook.
Better Analytics and Reporting
While the current reporting tools allow someone to see their followers on Twitter, checking impressions, clicks, retweets and replies, they don’t do much else. Twitter will now add more content to analytics and reporting tools, even letting advertisers compare their campaigns with the ones they run on Facebook and LinkedIn.
Improved Targeting Options
Of course, it is possible to buy Twitter followers in addition to using the ad platform, but to be effective an advertising campaign needs to be highly targeted. Twitter’s new Ads API, together with their partners will offer more precise targeting, which can do things like ranking individuals according to how much influence they have on particular topics. This goes far beyond targeting by gender, interests and location.
You Can Expect to Get Ad Optimization in Real-Time
There are hundreds of solution providers which can help find relevant conversations and make suggestions to optimize ad campaigns based on Twitter trend monitoring. Another useful element to optimize campaigns is the testing of a “Get it Now” button, which lets advertisers generate leads right from their tweets.