How Twitter is striving not to be forgotten in the digital advertising game
Avelyn Ng | June 13, 2019
When you speak of digital advertising, often enough the two platforms that come to mind are Google and Facebook. According to Salesforce’s forecast in a recent report, over 60% of digital advertising spend will go to Google Search, YouTube, Facebook, and Instagram in 2020. This is universal across all Asia Pacific, North America, and Europe. Other platforms, including Twitter, only collectively account for 11% of planned spend across the regions. However, this has not deterred Twitter from strengthening its position and the company is currently in its 13th quarter of consecutive profitability and growth, said Sarah Personette, vice president of Twitter global client solutions, in an interview with Marketing. Known for short-form updates, the platform has been known to generate timely conversations, from live tweets to snappy replies (and sometimes trolls) culminating in long threads – and that, is precisely how the platform intends to maintain its niche. According to Personette, today, over 80% of the marketing budget invested on Twitter globally are focused on launches. Besides working closely with publishers to provide support and drive conversations before, during and after a launch, Twitter has also been building playbooks and product solutions to support various business objectives. One of Twitter’s advertising offerings is Promoted Trends, where time, context, and event-sensitive trends promoted by advertisers are placed at the top of the Trending Topics list and within users’ timelines.