Twitter makes bold moves to attract advertiser attention

摘要

Twitter has come on strong over the past year to break into the Media Power 50 top 10 for the first time. It's done this on the strength of its Promoted Tweets, Promoted Accounts and Promoted Trends ad units, plus recent moves to make 140-character ad campaigns attractive to both marketers and agencies.Last month, Twitter forged a deal with Publicis Groupe's digital agency Starcom Media Vest Group to boost Twitter ad slots for SMG clients. The deal calls for the Twitter ads' API to be integrated into SMG's analytics tool to help optimize ad buys for the agency's clients.Also in April, Twitter augmented its existing interest ad targeting with keyword targeting, allowing advertisers for the first time to target users based on the words they use in tweets or retweets. The company also bought social TV measurement company Bluefin Labs. The move signaled its official move into social TV to capture the impressions and reach analytics that go with it.