Twitter builds ads in days
With Google and Facebook as key players in the digital advertisement realm, Twitter has released a series of video deals with brands that have influential reach, such as NBA, MLB, and Buzzfeed, in order to reintroduce itself to this advertising community. Videos are growing in popularity as forms of advertisements, as they are more exciting than regular banner ads and websites.
This Twitter initiative entails working alongside brands to create various ad campaigns that are strategically beneficial for other brands as well Twitter. This is a way for brands to be more responsive through video editing. Aside from video editing, Twitter will offer consulting for individual ad campaigns as well. For example, if a company is working towards getting multiple ads live, it can collaborate with Twitter, which will strategize the best way to accomplish the goal through editing and formatting the video to have it ready quickly.
Twitter’s goal is to have brands understand that this ability to immediately react to what people are doing and saying makes this an appealing way for brands to communicate to their users and attract new individuals.
This is applicable to the content discussed in class because advertisements appear from certain key input words in the search engine, which come from authority and hub scores. These scores are created by the sum of the endorsements, which are the links that are directed to a certain website. Higher scores make the website reliable and more popular, allowing to be found more easily. This raises the question of whether or not videos are more effective as an advertisement than other options. In this particular Twitter initiative, even if a certain brand spends money on creating incredible and relevant videos that are touching to people, it will not be any use if it doesn’t reach anyone. However, since the whole idea behind Twitter’s strategy is to create a video within days, it will incorporate relevant content and information that will allow for the advertisement to rank highly in appearing on user’s pages. This shows the power of advertisements and the order in which they show up.
It will be interesting to see how much more successful this is than a regular advertisement campaign that generally takes significantly longer to plan, develop, execute, and release. Does the timeliness of these video advertisements play a large role in how many people the advertisements are able to reach? Do people watch through the entire video or simply click on the video to watch the beginning? Online advertisements are dominating the digital space and giving various brands a different way to reach their audience and market to new people.
Source: https://www.fastcompany.com/40483239/inside-twitters-stealth-ad-agency-that-builds-ad-campaigns-in-days