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Agencies, Partners Parse Twitter's Foray Into Retargeting Agencies, Partners Parse Twitter’s Foray Into Retargeting Kelly Liyakasa | Dec 6, 2013 Both agencies and ad partners draw comparisons between Twitter provides the ability to connect the cookie to Twitter’s launch on Thursday of retargeting product a Twitter ID, which they can leverage for targeting Tailored Audiences and Facebook Exchange (FBX). Just in mobile (and potentially other channels). This how technically similar they are remains to be seen, but the will allow for true omnichannel retargeting and industry is buzzing about the ad product’s cross-channel would be even more compelling as they leverage targeting potential. the MoPub exchange to expand inventory beyond We asked some Tailored Audience partners and media Twitter native units. The interesting part that comes agencies to comment on the new product, how it compares to mind is how Twitter will mine and productize with FBX and the mobile implications. their own data in a way that numerous others (AddThis, LocalResponse, UberMedia) have been doing for some time now.” The Agencies Paul Steketee, head of social and emerging media, Briana Campbell, senior strategist, Wunderman New MerkleCRM York “What’s really interesting to me about the possibility “[Consumers] have gone to the website and the of retargeting from our clients’ websites to social shopping cart and now they’re seeing the same platforms like Twitter is the connection and linkage information and interests show up in their Twitter across devices. I might be browsing an ecommerce stream in a seemingly casual way. That’s the most site on my desktop at work … and then get a relevant interesting thing for us as marketers: the ability to ‘tailored’ offer later that evening in the Twitter app hypertarget the people we want to speak with, and on my mobile phone. That could be just the right that our clients want to speak with, and who might push to get me to convert. [FBX] is a prominent potentially want to speak with us. ... Based on what and impactful format of digital advertising, so it’s I know of [Facebook and Twitter ad developments] great to see [something similar] become available they seem fairly similar. Probably the difference will on a newer platform like Twitter, especially given be in mobile. Facebook is still figuring out how to the significant reach Twitter provides in mobile. really optimize ... the mobile experience. We currently use FBX for remarketing as a core component of our media strategies and I am sure Alex Andreyev, director, omnichannel marketing, we will begin to do the same with Twitter Tailored Neo@Ogilvy Audiences. Recency and relevancy are two of the “Twitter retargeting is following in the footsteps most effective and compelling factors when it of Facebook’s audience-buying strategies. They’re comes to driving good performance in digital and taking user cookie behavior (first- and third- social media. Twitter is excellent at providing both party) to power retargeting and audience profile of these elements, and I am excited to see them opportunities within their native ad units, similar to expand the ways advertisers can do just that with what Facebook did with FBX. What’s unique is that their messaging.” Ad Exchanger | Dec 2013 Amy Peterman, associate media director, 360i would be seeing a lift in Twitter engagement, which “We anticipate that Twitter and Facebook will is the main metric Twitter uses today to understand advance their retargeting offerings by keeping campaign performance. As Twitter begins to build aligned competitively and ensuring their targeting out their ad products further, I expect we will begin options are as comparable as possible. Social to see native touch points being fed into more platform usage is increasing dramatically on mobile robust analytics use cases like attribution and cross- devices, so effectively tracking, targeting, and channel measurement to understand the success measuring success in mobile will be particularly of social vs. other channels. For BlueKai, this is important, especially for direct-response marketers. a validation that centralized audience targeting, The difference [between Tailored Audiences and driven by the power of big data, is becoming a Facebook FBX] is that Facebook FBX runs primarily cornerstone marketing strategy.” through DSPs, which have variable rate cards, while Twitter Tailored Audiences incorporates a new Rob Macdonald, VP of business development, layer of targeting within the Twitter Ads Manager Dstillery UI. In addition, while Facebook retargeting is only “We have been a longtime Facebook Exchange available on a desktop, Twitter retargeting works partner [as a programmatic player and buyer] and across desktop and mobile devices. Facebook‘s we’re seeing some great results there. Facebook’s partner categories have three options (Datalogix, been a fantastic platform over the past year and is Epsilon and Acxiom), while Twitter has enlisted 10 driving some really great (programmatic) results. I partners. The biggest opportunity - and challenge think what Twitter’s doing today is the first step [in [for Twitter] - will be helping advertisers to that direction.] Facebook launched the Exchange seamlessly connect the value of Twitter retargeting and they’re still evolving that, so I think Twitter’s with traditional and digital media channels to drive saying, ‘Let’s start with Tailored Audiences and better engagement and increased sales.” provide performance and scale for marketers,’ because that’s what’s going to help Twitter over time to differentiate themselves. We see the MoPub The Partners acquisition as really interesting. Does that become Alex Hooshmand, chief strategy officer and SVP of the programmatic channel for companies like us to operations, BlueKai do that efficiency buying on Twitter now in real time “From a marketer’s perspective, the two programs and get real-time feedback loops and analytics that [FBX/partner categories and Twitter’s Tailored allow us to optimize and increase that performance Audiences] signify the ability to bring an additional for marketers? I think the difference is, Facebook layer of data intelligence to the new world of native has the head start, but Twitter has the chance to advertising. It allows advertisers to be smarter about catch up quickly. … We think it’s going to get big how they target across these emerging channels and fast. I think MoPub has the potential to amplify all new ad formats in a way that is cohesive with their that if Twitter decides to use that as a programmatic overall audience strategy. Success in six months exchange and provide programmatic efficiencies.” Ad Exchanger | Dec 2013 Doug Pollack, director of corporate strategy and Kipp Bodnar, VP of marketing, Hubspot business development, Lotame “The interesting part of Twitter’s Tailored “We provide the advertisers and publishers the Audience is how they have integrated with third- ability to create custom segments within Lotame’s party retargeting vendors to leverage retargeting DMP platform, then move that over to Twitter and pixels. For a B2B business like ours an email- target those audiences with Promoted Tweets. This based retargeting model like Facebook’s has been is a way for marketers to reach specific users that challenging because the data we have is around they already created segments on, using their DMP business email information as opposed to personal to really channel messages to those users. [Twitter email address that most people use on Facebook. was] looking for a couple things, at least on the As a marketer, the pixel-based tracking model gives DMP side. They were looking for platforms that us greater targeting flexibility and the ability to had a good client base and a good reputation in the run a broader range of campaigns. In six months, industry. Also I think they were interested in [our when more marketers are leveraging the platform client mix] – they had some marketers but they were it will be important to look as our data to see how interested in us because we not only have marketers increased competition has impacted our results. but we also have the sell side as well: publishers and However, this type of retargeting advertising networks.” unit offers marketers the opportunity to do more advertising in the middle of the marketing funnel David Skinner, SVP business and corporate to better nurture buyers.” development, [x+1] “What’s in it for us? An integration with Twitter increases the value of the [x+1] DMP for our clients. [x+1]’s mission is to help the world’s best advertisers grow through the power of relevant communications. Tailored Audiences help advertisers be more relevant in Twitter by using their own customer and prospect data - piped in by [x+1] - to target appropriate ads. I expect this will bring more direct-response dollars to Twitter, now that advertisers can access their own audience in that channel. And since Twitter is a mobile- first channel with more than 65% of their users on mobile, this is a great step forward for remarketing on mobile more broadly.” Ad Exchanger | Dec 2013.
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