Last week Twitter launched its new Ads API, a new platform for businesses to build on and create tools to better execute, manage and optimize advertising campaigns on Twitter. Twitter is introducing the API with five launch partners, including Adobe, Salesforce, Hootsuite, Shift and TBG Digital.
Up until this point, advertising on Twitter has been a manual process with ads launched one at a time using Twitter’s self-serve tool or its direct sales team, making executing multiple types of creative and optimizing in real-time difficult and inefficient. The Ads API allows marketers to run Promoted Tweets and Promoted Accounts campaigns (Promoted Trends will still be sold exclusively by Twitter) with more speed and at higher levels of automation and optimization. Optimizing creative based on performance and shifting spends will now be able to be done with greater ease and efficiency. The process of running a Twitter campaign just got much more attractive.
Twitter Advertising Just Got Real
Twitter follows the lead of Facebook and LinkedIn, which have already launched their own advertising APIs and seen an explosion in advertising growth.
The Ads API makes advertising on Twitter more efficient, measurable and, in all likelihood more effective, which is welcomed by advertisers just as much as it is by Twitter, which is predicted to generate “at least $1 billion in sales in 2014,” according to Bloomberg.
But what about users? Twitter’s considered this, and despite the new ability to execute more ad campaigns at a higher rate, the Ads API is not expected to bring more ads to users. Users will still see the same volume, but because marketers will be able to see what’s working and what isn’t earlier, ads that aren’t performing will be removed. This means users should see better ads that resonate more and A/B testing at scale becomes a possibility.
Stronger Targeting Capabilities
Twitter’s partnerships with API partners allows it to focus on what it does best, engagement, and partners, already working with advertisers, to develop the future for Twitter advertising. They have the understanding to make Twitter ads the best they can be, including creating stronger targeting capabilities.
Twitter’s advertising products could previously be targeted down to the level of interest, but because the API allows marketers to take Twitter ads data outside of Twitter, they’ll now have the ability to layer Twitter data over their own customer data to create another level of Twitter audience profiles.
One of the big benefits for marketers will be making Twitter work better with other advertising initiatives. The Ads API will make Twitter campaigns more integrated with advertising on other channels with campaigns able to be run side-by-side in a single platform if needed. But, more importantly, marketers will be able to manage their Twitter advertising within the same platforms they manage their other social media channels, respond to consumers, share content and so on.
Twitter listening, engaging and ad buying will all be able to take place on the same platform as social media teams manage other social networks, making efforts more integrated and potentially more powerful.
Twitters Ads API brings everything together, making insights easier to access, act-on and leverage across social media and traditional channels. More importantly, marketers will be able to see how everything is performing and allocate dollars based on performance quickly.
This Is the Beginning
Out of all the social networks, Twitter is arguably the most real-time in nature, being used by people to connect with others around shared experiences like the Super Bowl or The Oscars. As Oreo and other brands demonstrated during the Super Bowl, speed counts when the conversation zeitgeist changes. The Ads API allows marketers to optimize their ads in real-time the same way they are their engagement.
A rush of products and services that allow marketers to gather, analyze and act on real-time information is around the corner.
Real-time marketing is becoming the standard, not the exception, and Twitter’s Ads API lowers the barrier for marketers to live and thrive in a real-time environment. The tools are getting better, and with a team in place that’s able to move quickly and has the freedom to act on opportunities, a brand will be able to thrive in this environment. If your brand isn’t prepared to create, respond, amplify and optimize at near real-time, it will likely be left behind. The tools are evening the playing field. Twitter’s Ads API is just one sign of this larger trend.