Twitter Seeks 3 Month Commitments in New Ad Program

  • Tweet  
  • LinkedIn  
  • Facebook  
  • Google plus  
  • Send to Kindle
  • Send to  
twitterbirds

Unlike the pricey Promoted Trends offering, the partner program requires ad clients to spend a minimum of just $15,000 over three months.

Twitter is seeking committed partners. The firm's advertising media kit includes details on a Beta Partnership Program, and, unlike its pricey Promoted Trends offering, the seemingly new program requires ad clients to spend a minimum of just $15,000 over three months.

ClickZ obtained a recent Twitter media kit, which also includes information on Promoted Accounts and Promoted Tweets.

The Beta Partnership Program, according to the presentation, involves a blended insertion order for both Promoted Accounts and Promoted Tweets. Though Twitter recommends that advertisers spend at least $15,000 over a three-month period, the company indicates it is open to negotiation on minimum spend, noting, "Other number in mind? Email me." Beta partners are expected to launch their initial campaigns "within 10 days of [their] kick-off date."

Related articles

The document also offers insight into minimum bid prices for Promo Accounts and Tweets. Promoted Accounts, which Twitter suggests help "Build a critical mass of loyal followers," are sold in a Cost Per Follow auction with a minimum bid of $0.50. The units can be targeted based on interest, according to keywords and followers. Geo-targeting at the country level is also available.

Promoted Tweets start off at a lower minimum bid - just $0.10. The Cost Per Engagement ads help "Get your message out beyond your core followership," according to Twitter, and are targeted based on keywords, as well as geo-targeted by country and DMA in the U.S. In this case, engagement refers to clicks, favorites, retweets and "@Replies."

As for campaign measurement, Twitter offers several dashboards associated with its ad products. Tweets Dashboard for instance shows the number of tweet impressions, clicks, retweets, replies and accumulated cost of a campaign. The Accounts Dashboard displays impressions, clicks, and follows; the Trends Dashboard, meanwhile, shows trend impressions, mentions, follows, tweet impressions, and the calculated engagement rate.

The Twitter media kit viewed by ClickZ does not include any detailed information on Promoted Trend pricing. Reportedly, the ads cost as much as $120,000 per day.

  • Tweet  
  • LinkedIn  
  • Facebook  
  • Google plus  
  • Send to Kindle
  • Send to  
Visitor comments
Add comments
blog comments powered by Disqus
More on Media Buying
programmatic-visual-media

A Practical Guide to Programmatic Planning in China: Part 1

Charlie Wang talks through the finer points of planning a programmatic strategy for China.

mobile-video-liveevents

The State of Live Video: Mobile, Global, and More Immersive Than Ever

How are brands experimenting with video-streaming apps like Meerkat and Periscope to connect with on-the-go consumers?

programmatic

4 Ways Publishers Can Scale Programmatic and Quality

Viewability and protecting sites against bot traffic are just two areas publishers need to focus on, as more marketers shift more of their budgets toward progammatic.

tencent-logo

Windfall For Advertisers As Tencent Opens Third Party Data Access

Advertisers are set to gain an additional foothold in China's growing programmatic market after Tencent announced the launch of its third party data management platform.

Upcoming Events & Webinars
event logo

SES Atlanta

Location: Atlanta, USA

Led by the industry's top practitioners and innovators, SES Atlanta will cover every aspect of SEO and Paid Search.

event logo

ClickZ Live San Francisco

Location: San Francisco, USA

Educating marketers for over 15 years, ClickZ Live (formerly SES Conference & Expo) is the most cutting-edge, all-encompassing digital marketing event series in the world today. Join us August 10-12 as we return to San Francisco with our action-packed, educationally-focused agenda that will cover th

event logo

ClickZ Live Singapore 2015

Location: Singapore, Singapore

At ClickZ Live Singapore you'll learn how to engage customers and increase ROI through effective use of digital marketing. Join the leaders of today's online marketing & advertising industry!

Resources