Twitter takes advertisers to audiences out of Twitter-sphere

Nicola Riches
By Nicola Riches | 11 December 2015
 

Twitter has this morning gone live in the US, UK, Japan and Australia with beta functionality allowing advertisers the chance to extend marketing campaigns to the service’s ‘logged-out’ audience, encompassing more than 500 million people every month.

The first partner to jump on board with the new offering in Australia is Optus, which will make available a video campaign to those both logged-in and, now, out of the platform.

The ‘logged-out’ audience is defined as those people who see Tweets which have been syndicated elsewhere on the web. Previously, those who clicked through would have needed a log-in, however, that barrier has been removed and viewers will now be able to read the Tweets in full with their corresponding conversations.

Brands will now be given the opportunity to target those users.

Twitter ANZ managing director Karen Stocks is particularly enthusiastic about the launch: “It’s huge,” she says, “It means that anyone who has touched anything digital will be able to be reached with Twitter advertising.”

Everybody who has touched a digital platform has seen a Tweet whether you’re logged in or not. You see them in Google search results, online articles, in lots of different places but we’ve never counted that logged-out, unique user in our numbers before and we’ve never targeted our ads to them.”

Twitter was unable to tell us how this will affect figures, both in terms of local audience numbers and projected revenue. However, Stocks explains that, “Tweets are now appearing in Google search results and those Google search results get to 94% of the Australian population – that gives you an idea of the reach.”

Advertisers are being informed that no changes will have to be made to their campaigns and the process by which they supply Twitter with their content, with Stocks stressing that “it does not mean any additional work for brands or agencies.”

The move certainly places Twitter in an interesting space with regards to attribution modelling with the likelihood of the service becoming an even more likely and regular “last click” point for many brands. Stocks admits it’s an interesting prospect: “When you look at attribution modelling and show the role Twitter has played in that path and attribute to it, this actually increases the value of that Tweet and what advertisers are willing to pay for it.”

“By letting marketers scale their campaigns and tap into the total Twitter audience, they will be able to speak to more people in new places using the same targeting, ad creative, and measurement tools. Marketers can now maximize the opportunities they have to connect with that audience,” said a Twitter blog post this morning.

Meanwhile, Twitter launched Moments in October, with the feature set to roll out in Australia in 2016.

It also brought on Grant Baxter six months ago to lead brand strategy in Australia, starting with the ramping up of personalised campaigns for the likes of Samsung and Coles.

Email Nicola at nicolariches@yaffa.com.au.

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