Promoted Tweets early adopters are chirping the new advertising platform’s praises.
Brandweek reported that big brands like Virgin America, Bravo TV and Red Bull are extremely pleased with the impact and ROI brought forth by Twitter’s advertising platform.
Among them, Virgin seems to be the brand that is enjoying the most success so far. On the day when Virgin’s Promoted Tweets campaign went live, the airline recorded its fifth-highest sales day in the entire airline’s history.
It was said that Twitter‘s viral retweeting culture and having the Virgin brand associated with the latest thing on the Internet have played a huge part in the campaign’s success. Porter Gale, vp, marketing, said “part of that consumer response reflected the amount of press Virgin America received—free media worth $10 million, she estimated.”
1. Resonance Metrics Resonated Well With Brands Too
Bravo TV praised Twitter’s resonance metrics as a way to provide relevant advertisements to its users. As highlighted in our “5 Digital Advertising Platforms To Watch” post, Twitter’s resonance metric is one crucial feature in Promoted Tweets which we’re really excited about as well.
“It gives us a viral, exponentially growing number of marketing opportunities,” said Ellen Stone, svp, marketing Bravo TV. “Twitter is doing this in a really smart way. This is a search opportunity; it’s not to the entire Twitter base. When we message, the only ones that get up there are the ones that resonate.”
In conjunction with NBC Universal’s Earth Week initiatives, Bravo invited consumers to find out their green IQ in a game on the cable network’s Web site. Within a couple of hours, that Promoted Tweet hit the maximum number of retweets counts, 300, and in one day, received 200,000 impressions.
2. Better Ad Engagement Compared To CPC & CPM Ads
It isn’t just all about retweeting and the resonance metrics. Red Bull noticed that Twitter‘s ad platform has provided better ad engagement compared to old school digital ads. Red Bull also plans to continue its lease as Twitter expands beyond the U.S. market.
“Engagement rates have been higher than typical cost per click and CPM advertising,” said a company rep. “We are not approaching Promoted Tweets as a one-way digital broadcast ad platform.” Promoted Tweets are also attracting “the attention of an increasing number of potential brand partners” to Red Bull-owned media properties like Stratos, Air Race and Flugtag, he said. Red Bull wants to roll out its Promoted Tweets globally as Twitter expands availability beyond the U.S. and into the third-party Twitter ecosystem, beyond Twitter.com, when available.
Read the full report on Brandweek
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