By Rohit Rawat, Senior Client Solutions Manager in MPL, India

 

When Google announced their plans to phase out third-party cookies on Chrome browsers, a sudden state of panic commenced amongst digital marketers and advertisers, what do they do without the cookie jar? Marketers and advertisers have used third-party cookies to learn about their website visitor’s online behaviours for years, including websites visited, purchases made, and interests shown across various websites. With this detailed data, they built visitor profiles and outlined both targeting and retargeting ads.
Although Google has recently extended the cookie deprecation timeline, very soon advertisers will be forced to discover alternatives for campaigns planning. Now is the time to get ahead and begin the journey of discovery, marketers should look at this as an opportunity to be innovative, laying the foundations for a new era of digital advertising.
Contextual targeting is resurging as a possible alternative way to reach consumers across the Open Internet. Contextual targeting has been around for years, however previously overshadowed by third-party data cookies, is now it’s time to shine?

 

What is Contextual Targeting?

Contextual targeting is a way of displaying ads to a user based on the website’s content, for example, displaying an advertisement for a car on an auto website.

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As contextual targeting doesn’t target specific users, it doesn’t require any third-party cookies.

There are various types of Contextual Targeting:

  1. Category contextual targeting: Ads are targeted to web pages that fall into predefined categories
  2. Keyword contextual targeting: Ads are targeted to web pages that match specific keywords
  3. Semantic targeting: It is a more sophisticated form of contextual targeting. It involves using machine learning to understand the meaning of each page of content, rather than just identifying matching keywords on a page.

 

Is This Outdated or Ineffective?

Contextual targeting has proven a great tool when displaying ads on contextually relevant websites, however fell short in effectively targeting users based on their shopping intentions. For example, if a user is browsing sports related websites, this does not mean that the user will end up buying sports equipment.

Criteo is ahead of the curve, lighting the way with the Digital advertising space when it comes to contextual targeting, realising the potential early, Criteo has built an innovative advertising solution that can be used in a Cookie-less world. Building a 360 contextual targeting solution that allows advertisers to connect their first-party data to real-time contextual signals. This will help advertisers to drive incremental qualified traffic and commerce outcomes in the post-cookie era.

While traditional contextual targeting heavily relies on weak signals like site category or page keywords, Criteo’s contextual targeting solution leverages machine learning as well as first-party data, to understand which media works for an advertiser, and thus also target media lookalikes.

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How Does Criteo’s Contextual Targeting Solution Work?

Before we dive into that, let’s understand what first-party data is? First-party data is any data that an advertiser owns. It can be data from the advertiser’s website, app, customer relationship management (CRM), even offline data stored in a customer data platform (CDP), or a data management platform (DMP).

Some businesses might be sceptical of sharing this kind of information, however, with the depreciation of third-party cookies, it is more important than ever that companies gain approval to access and share their customers data, to continue delivering both relevant and personalized ads. The Merkle’s 2021 Customer Engagement Report showed that 88% of marketers believe that collecting and storing more first-party data is a top priority across the next 6-12 months.

Criteo uses this first-party data to analyse all the people who visit and purchase from the advertiser’s website. In tandem, it analyses which products are most displayed across Criteo’s entire media network before being viewed or purchased on an advertiser’s website. With this data, Criteo calculates an Affinity score between each category of products, each domain, or category of domains within Criteo’s network. Criteo can determine to serve a product ad on relevant websites that will drive the most on-site engagement.

Criteo’s AI technology combines traditional contextual signals, with commerce signals using first-party data, and delivers personalized product recommendations, resulting in highly optimized campaigns. Criteo also works with brand safety partners to ensure that ads avoid any association with hate speech, violence, or potentially damaging content.

Therefore, to answer the question of whether contextual targeting can save the digital marketers from the ‘cookiepocalypse’. While Contextual targeting alone won’t be enough to replace third-party cookie-based targeting, it can prove to be an efficient solution if combined with advertisers first-party data, or other solutions like Cohort audiences.

As a marketer, it is now critical to start testing cookie-less ways of both targeting and collecting opt-in first-party data from consumers. Set yourself up for success now within the cookie-less world, ensure you plan and don’t fall behind the line.

Httpool is TikTok’s main partner in Romania and is the first to be certified by the platform for the successful management of marketing campaigns. This year Httpool announced that TikTok achieved 1st place in the download charts for the entertainment sector across Romania, further attaining higher registrations month after month, and demonstrating the accelerated popularity amongst customers.

According to Bianca Vlaston, Country Manager for Httpool Romania, TikTok has become “the platform that constantly compliments most of the media plans developed by advertisers in Romania”. As we know Tik Tok’s reaching is growing exponentially, Bianca comments “the platform is used by over one third of internet users aged between 16 and 64 across Romania and offers advertisers a solid reach for commercial audiences’ ‘.

How to benefit from the TikTok phenomenon

Given the specifics of TikTok and how it addresses the requirements of its users, whether individual user or advertisers, it is easy to understand why it was adopted so quickly and with so much enthusiasm in Romania:

• Firstly, TikTok means video. Watching video content is, in Romania, the main online activity for over 98% of internet users ².


• Second, TikTok’s mission to inspire and bring joy to users is fully reflected in the platform-specific tools. These are used to encourage the creation and consumption of authentic video content, barrier-free, natural, and engaging for users. The proof is in the pudding for levels of success, the average time spent on the platform by users in Romania is over 60 minutes per day.

According to Httpool experts, 40% of internet users in Romania aged between 16 and 64 use social media as their main information source regarding brands ², with half of the time spent on these social networks being allocated to the TikTok platform. Therefore, any brand looking to increase their brand awareness should consider including TikTok in its promotion plans.

Andrei Bijutescu, Httpool Regional Client Partner for Tiktok comments that “TikTok is an application used almost as intensely as YouTube, with a significant number of accesses in a given period and a large allotment of time for each access point”.

Furthermore, Andrei also remarks on TikTok’s advantage as a platform, “the application opens directly into video, and as the user slides the image up it is exposed to further new material, unique to the screen. Thus, any advertisement included between these videos benefits from the exclusive attention of the viewer. Moreover, the consumed content is personalized for each user, with the help of platform-specific algorithms, so that the viewer is fully captivated, ensuring they are much more receptive to the messages delivered”.

Depending on the objectives pursued, the Httpool team can recommend to brands or advertisers the communication strategy and the mix of TikTok ad formats, which will ensure the desired campaign impact and business results. “From the point of view of the awareness objective, the ad formats owned by TikTok are among the few on the digital advertising market that can deliver a massive reach to the targeted audience in just 24 hours. Combined with the creativity of the brands and the expertise of my colleagues in planning and implementing campaigns on this platform, success is practically guaranteed ” states Andrei Bijutescu.

Beyond the technical aspects and the results, TikTok retains a special advantage, in that it actively involves users in promoting brands. By the nature of the content promoted, consumers connect authentically with brands and become, essentially ambassadors. Thus, from user to user, from video to video, brands gain popularity and awareness through user-generated content, regardless of the brand size. Using a strong communication strategy and the right mix of ads, this platform helps increase visibility, even for small brands, at the beginning of the road.

What do studies say about the TikTok audience?

• 6 out of 10 urban internet users have recently seen campaigns run by influencers for brands on TikTok, mostly related to beauty and fashion (59%), music (56%), education (53%) or gastronomy (50%) ³.
• The platform remains popular among groups aged between 18 and 24 (47%), as well as 25 and 34 (37%).

In Romania, TikTok is constantly growing and has the ideal partner in Httpool, to help customers achieve optimal campaign results. Httpool, an Aleph Holding company, is the largest global growth partner to the major digital platforms across Europe and Asia. Since 2020 the TikTok platform is part of the solid portfolio within Httpool partners across Romania. Thus, through the vast experience in advertising campaigns on TikTok, Httpool is the most reliable partner, for Romanian brands and advertisers, wanting to operate on this platform, and maximize their results.

1 Source: Annie App, January – June 2021
2 Source: www.datareportal.com, reference period: year 2020
3 Study conducted by the media agency Spark Foundry, through online interviews, on a sample of 802 people, female, and male, over 18 years old, internet users, from urban areas, between April 12-19, 2021.

By Nemanja Djakovic, LinkedIn Lead Serbia

 

LinkedIn users have a strong motive to keep their profiles updated, accurate and interesting to help discover new employment opportunities, build their personal brand and for networking purposes. With all of this improving their material status in the offline world. Such an environment also helps advertisers find the right audience for the message they are sending.

LinkedIn offers several ways to target. One based on the characteristics of the user’s profile, the other using re-targeting options such as the LinkedIn Insight Tag for site visitors, retargeting of those who previously responded to your ads, or contacts from an uploaded list you already have.

In this post, we will primarily deal with the first group – profile-based professional attributes. We’ve provided a graphical representation of these attributes by group, and will explain each of them individually. And if you’re left wanting more, in our previous post you can explore all the different ad formats available on LinkedIn.

LinkedInTargetingCapabilities

But before we get started, let’s go back to basics.

To launch a campaign you need a minimum target of 300 users however, the recommended audience size is 50k or more for single image and text ads, and over 15k for message ads.

In any case, when in doubt, target wider and then narrow to what works best for you. In the Demographic reporting tab, found in the Campaign Manager, you have access to the user information of those reacting to your ads, including their job titles, function and company industries. From here, you have all the data needed to target your message accordingly.

Audience Templates

LN TargetingCapabilities

You can also use predefined audiences offered by LinkedIn in relation to your desired goals. Choosing a location as your target is a great way to get started and get a taste of ​​what LinkedIn advertising can really achieve.

Location and Language

The first and only mandatory target for you to define is location, and you can do this at state, city and district level. This does not apply to Cuba, Iran, Sudan, Syria and North Korea, which are prohibited.

Back in January 2020, LinkedIn updated their data, names and regions, so for any campaigns set up in 2019 it’s good to know you now also have the option of recent and permanent locations. This is calculated based on a change in a user’s IP address when accessing their profile, this information can be crucial for you when segmenting. For example, launching Message Ads that are only targeted at permanent, long-term locations, while also targeting travellers with other attributes.

Worldwide, LinkedIn has over 760 million users with an average of one new user every 3 seconds, and at current, Serbia is at almost a million users, with this number is continuously growing.

LinkedIn classifies the user by the language in which their profile is set, with the default being English. You don’t necessarily have to define a language when targeting, but if you do, the copy should always be in the language you selected.

You have probably encountered the problem of being rejected in Serbian. This is because languages ​​from the ex-Yu space are not currently supported in LinkedIn advertising. It is possible that ads in these languages ​​sometimes “pass”, but there is no procedure that guarantees success. It’s also a possibility that your ads could be stopped after a few days but in most cases they’ll run their course without any problems.

Together with colleagues from around the region, we have launched a solution to this problem. The pilot language is Hungarian and is scheduled for Q2 – 2021 – followed by the first former Yuglosavia languages.

 

Audience Attributes

Below we’ll be taking a look into the Audience attributes tab and analsying each of the sections falling under it.

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Job Experience

Job Function | Job Titles | Job Seniorities | Years of Exp. | Skills

Job Functions 

This attribute is based on a standardised grouping of occupations.

For example, if you choose Medical as the profession, it will include doctors, nurses, surgeons, but also veterinarians, dentists and all other medical professionals.

PRO TIP: Combine the Job Function with the Seniority option to reach key decision makers in a specific area. For example: Information Technology, Engineering, and Operations as job functions, paired with the Seniority targeting Senior, Manager, Director, VP, CXO, and Owner to get a target demographic of  Decision Makers in the IT field.

 

Job Titles

The LinkedIn algorithm groups Job Titles into standardised names to target. Let’s say all engineers belong to the Engineering Job Function (section above), but it’s logical to target more specifically, as Software Engineers and Petroleum Drilling Engineers will think completely differently. Which is why we have the Job Titles option available.

PRO TIP: Be careful not to reduce your reach by only marketing towards a few titles. When you start searching for a job role, LinkedIn will automatically suggest similar targets. You also have the feature to target users based on their previous roles, meaning they are not currently holding the position you are targeting, which can be quite a creative approach to your marketing campaigns.

 

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Job Seniority

The most commonly used attribute for selecting target audiences, primarily due to the user’s rank and the potential impact they have on purchase decisions. However, it is important to know how LinkedIn classifies function names at the seniority level to see success using this feature.

For example, a Senior Product Marketing Manager has a seniority of Manager, an Associate Consultant has a seniority of Entry, and a Doctor or Physician is classified as a Senior (Individual Contributor – IC’s).

PRO TIP: Individual Contributors (IC’s) often play a big role in purchase decisions – they are only marked as Senior in Campaign Manager, so it’s crucial to keep this in mind. Combining Seniority with Years of Experience can also help you target the perfect audience for your campaigns.

 

Below is a table explaining each seniority level, making it easier for you to understand how LinkedIn views them.

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Job Experience > Years of Experience

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As the name suggests, this feature allows you to target by a user’s years of experience. LinkedIn counts YoE by totaling up the experiences members list on their profiles; however, any gaps between roles on a user’s profile are thrown out and positions that overlap are not counted twice by LinkedIn. YoE options range from 1 – 12+ years, so anything over this period is automatically counted in the same category.

Job Experience > Member Skills

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Searching for Member Skills also operates through a keyword search, with LinkedIn scanning the entirety of each profile in search of those key phrases, not just those listed in the ‘Skills’ section. So, if a Job Title doesn’t offer you a satisfying target, this is where Member Skills come into play.

PRO TIP: If you’re selling Project Management software, a Job Title may not be the best solution due to multiple variations of this role across industry sectors. So, enter skills targeting, allowing you to cover a wide range of job titles that could be of interest to you.

 

COMPANY

Company Name | Industry | Growth Rate | Category | Size | Revenue

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Company Name

It is what it says on the tin – a search based on LinkedIn pages that members mark as their employers.

This is a very precise tool at your disposal. In combination with Seniority or Years of Experience – You really can achieve a lot here.

LinkedIn allows you to target up to 200 companies, schools, organisations all at once but if that’s not enough, then try the Matched Audiences option, allowing you to upload a file containing up to 300,000 companies.

 

Company Industry

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This refers to the primary activity marked on the company’s profile, allowing you to narrow down your target to members working in a particular sector.

PRO TIP: If your product is only applicable across one industry, e.g. Finance, then this is the target for you. Before you decide on this target, take a look at a few LinkedIn pages of your ideal customers and pay attention to which industry they belong to.

 

Company Growth Rate

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This feature is exclusive to LinkedIn, so make the most of it. Company Growth Rate allows you to target based on business performance and status. Whether you’re targeting startups, companies growing year by year or even those that are not performing well. These are all possibilities through the Company Growth Rate attribute.

 

Company Category

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This target is easily confused by many users with Industry, Company Category allows you to target companies belonging to special lists published by reputable institutions such as Forbes, Fortune, LinkedIn News Editors, for example, Fortune 500.

 

Company Size

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Referring to the opportunity of targeting companies by its number of employees. This is ideal for segmenting companies according to who your product or service is intended for e.g. small and medium enterprises, large corporations, etc.

PRO TIP: For this type of target, it is sometimes better to use the Exclude option when selecting the audience. If, for example, you are a startup that makes accounting software for small businesses, it is better to exclude segments of 201 and larger. This allows you to catch only users working for smaller organisations, strengthening the accuracy of your target audience.

 

Company Revenue

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A new option added in early October 2021, Company Revenue allows users to target based on revenue estimates for the previous year of the company in which they work. It’s important to remember, this is all about the company’s revenue, not their earnings.

The algorithm extracts this data from 3rd party apps dealing with company revenue and cross references it with LinkedIn filters related to Company Size and Company Industry.

 

EDUCATION

Schools | Degrees | Fields of Study

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Within the Education section, you have three targets available: Schools, Degrees and Fields of Study.

 

School, College or University – If you are an alumni organisation, you can use Schools targeting to reach people who previously attended that institution who may be interested in joining or donating funds. Keep in mind that Schools is not a required field on a user’s profile, so it is possible that you will drastically reduce the audience size (minimum 300 for the campaign to start).

 

Also, it is important to include all subsections, for example taking a look at Harvard, you have the option to target Harvard University, Harvard Business School, Harvard Law and Harvard Medical, due to separate pages for each of these schools.

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Degrees – Target users by their level of education. This is great for educational institutions promoting master’s programmes allowing them to exclude users already holding this qualification. Pair with Job Function targeting (finance, accounting, IT) to create the perfect audience for your intended message.

 

Fields of Study – Target by direction. For example, those holding a Bachelor of Business Administration (BBA), that you found using the degree target, can have a industry focus of Accounting or International Business for example, so narrow down your search.

 

INTERESTS

Interest | Member traits | Groups

Member Interests – In relation to the behaviour of LinkedIn users and their profile, the algorithm classifies users into a certain category of interests, helping with awareness and consideration campaigns. This is best combined with Function or Seniority segmentation.

Member Traits –  Another highly impactful target, Member Traits allows you to select categories including Career Changers, Ex-pat’s, Frequent Travellers etc.

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Product Interest (Feb. 2021) – A new targeting option, allows for selection to be made based on users’ demonstrated interests in news and announcements related to a particular type of software.

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Member Groups – This function allows the targeting of specific groups, just search your keyword and you’re good to go, e.g. Finance Club (840,000+ members) etc.

PRO TIP: Pair a location with a group, thus selecting all members of a group from a particular country.

 

DEMOGRAPHICS

Age | Gender

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Now this is one to watch. LinkedIn will not allow any attempts that can be in any way interpreted as discriminatory towards certain age groups or genders. Therefore, it will do its best to offer you other targeting options so that you do not use the Age and Gender criteria. 

This is why both factors have been drawn on the basis of other data, for example, the approximation of years is calculated on the basis of when the person finished high school and It is similar for gender. LinkedIn does not ask members for gender and age information.

 

Audience Expansion and Lookalike audiences

Both groups extend the target to people who are similar in professional characteristics and interests. However, there is are key differences when either of these two methods are used:

 

Lookalike Audiences – When you already have a well-defined (and thoroughly tested) audience, be it site visitors, those who have filled out LeadGen forms or left you an email, then use this method. 

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Audience Expansion – When you use ways of targeting by professional characteristics, e.g. the ways described in this text above. In this case, it can help you when you check audience expansion to include those that look like your target.

 

PRO TIP: Audience expansion will not extend the target to those people whose characteristics you excluded during the creation of the audience. So, say for example you don’t wish to target any Unpaid seniority level users, then exclude them, thus limiting the audience expansion from including those users.

So, when planning the next target audience for LinkedIn, don’t forget our pro tips for success.

 

 

By Adam Bezeczky, Regional PR CEE Region

 

Passwords are a nuisance. The good ones are hard to remember, and the easy ones are not secure. We’ve been all there, racking our brain to remember the secret phrase or combination, just to get into our account. The introduction of two factor authentication (2FA), can make the process so much easier.

The process of setting this up may sound like a hassle, it is nothing compared to a security breach. Compromised accounts could be used for all kinds of unwanted and potentially dangerous activities, therefore, investing just five minutes to assure account security is definitely worth it.

What is TFA and how does it work?

Twitter has several types of two-factor authentication methods for users to choose from. The first and more widely known method is where a unique code is sent to the registered phone number linked to the account. While this method is recommended compared to not having 2FA enabled at all, it still has its downsides. Compromised SIM-cards and phishing attacks can cancel out this defense mechanism.

Twitter 2 FA

Authentication apps

Securing an account via an authentication app increases your security even further. These are more secure than the SMS-based 2FA and are available through app stores. But be aware if you lose your phone, you will also lose access to your authentication app. It is worth noting that authentication apps can still be compromised through phishing attacks.

 

Security keys are viewed as the most secure form of authentication. These keys are physically inserted into the computer’s USB port or connected via NFC (near field communication) to a phone and contain built-in protections from phishing attacks. Security keys can be purchased from major online retailers, they are easy to set up, cost very little, and could potentially save you thousands in the long run.

 

Taking into account all the above, although it can take some time to set up 2FA on your accounts, it is a worthwhile investment, providing you with peace of mind if the worst was to happen and your account is compromised. Securing both business and private accounts should be considered standard good practice habits for every marketer and advertiser, not only on Twitter, but also everywhere that customer data or credit card data is collected.

 

By Rohit Rawat, Senior Client Solutions Manager, Httpool Indonesia

 

Marketers have witnessed a shift in significance towards social media marketing following the pandemic, with consumers further encouraged to utilise digital channels in their day to day lives.

The level of influence held by social media has evolved incrementally and we have seen an increase in the sharing of product reviews, experiences, and usage related tips and tricks, thus, affecting both the buying and shopping patterns of consumers.

Ensuring that your business is keeping on top of these trends is more important than ever. As the public continues to move online to study, shop, and stay connected, developments such as Informative Tweets help businesses engage with savvy customers and first-time purchasers. Most brands have now modified their communication tactics to maintain connectedness to consumers, especially during the Covid-19 pandemic.

Twitter continues to report steady growth in users, with an increase in the volume of conversations and engagements. Many users are now turning to Twitter as a source of information. The Twitter audience is becoming increasingly influential, receptive, and culturally passionate, this switched on and active mentality is what is believed to be driving results. Moreover, Twitter boasts a plethora of full-funnel premium and innovative ad solutions, combined with more precise targeting, and improved measurement capabilities.

Further benefiting from the ability to connect both brands and businesses with their prominent audience, thus, making it a highly unique and effective marketing platform.

Twitter is a powerful business tool. Brands and Marketers are highly recommended to embrace the platform and incorporate Twitter into their strategies, enabling them to reach new potential customers, gain greater brand recognition, and achieve marketing goals.

Prior to investing in any platform certain matters must be considered, this includes defining KPI’s and determining expectations.

Twitter Success

So, what does ‘Twitter campaign success’ mean?

The success gained through a Twitter campaign is not necessarily in the form of a sale or new customer acquisition, instead can result in extended reach, increased brand awareness, improved customer engagement, follower growth, or higher app installs. Many marketers are known to apply a tactical approach, with the focus placed on short-term goals or vanity metrics. Whereas Twitter campaigns can be designed to incorporate a strategic approach, enabling brands to aim for long term goals, and future successes, they can also apply an ‘always-on’ form of the campaign on Twitter.

Measuring Success Twitter

How to set up a successful campaign on Twitter?

First things first, it is essential to set a clear and measurable goal, ensuring that the key metrics are identified. All goals and metrics should be specific to each platform, it is, therefore, essential to understand precisely what role Twitter should play in your media planning.

Once the above is defined, other matrixes such as audience targeting, bid rates, budgets, and creatives can be set up using best practices. Twitter strongly recommends following its best practices in order to achieve the best possible results from your campaigns.

How to measure Twitter campaign success?

Twitter offers a host of analytical and measurement solutions to quantify the campaigns’ results and help define actionable insights.

1. Account Home:
The account home summarises all account activity, highlighting the top Tweets, mentions, and followers for any given month. This feature also provides detailed information on account performance as well as helpful tips on improving account strategy.

 

2. Tweet and Video Activity Dashboards:
The Tweet activity dashboard (TAD) and video activity dashboards (VAD) display data to help optimise the brand’s performance on Twitter. Brands can leverage these insights to improve ongoing strategy for both paid and organic Tweets.

For each Tweet, you can track the number of impressions, engagements, and earned engagement rates, and for every video posted to Twitter you can track the level of retention, view rates, and completion rates. The tracking information provided for both helps to understand which content resonates most with audiences, the brand can then harness this information and disperse similar content. Moreover, the dashboards prove to be a useful place to visit for content planning.

 

3. Campaign Dashboard:
As for any business, setting clear objectives and tracking results are both crucial aspects for success. The campaign dashboard can be used as a tool to set up all relevant objectives, audience targeting, bids, budgets, and creatives. The results obtained from the dashboard are used to analyse performance and optimise the campaigns.

 

4. Conversion Tracking:
Conversion tracking enables users to track conversions that have resulted from the Twitter ad campaigns, this also allows for website links to be included for more effective ROI measurement. By enabling the tracking of users on a brand’s website, and the engagement with the brand’s ads on Twitter, you can identify the highest performing ad campaigns. Most importantly, these solutions are all free features available to all Twitter ad accounts.

 

5. Twitter Measurement:
Twitter provides advertisers improved transparency into their campaign performance, using 1st-party solutions and 3rd-party measurement insights. The goal is to empower advertisers with measurement solutions to better understand how campaigns help achieve their broader marketing and business goals. These include access to features such as audience measurement, viewability, incremental reach, brand lift, mobile app measurement, website attribution, and marketing mix modelling (MMM).
(*The availability of measurement solutions may vary from market to market and might be available to select in ad accounts).

There are ample ways, as outlined above, to quantify the performance of the Twitter campaigns, and it is essential to utilise these insights and consistently analyse data to allow for continued improvements, therefore resulting in the most effective Twitter campaigns for you.

Christmas is a time to wow your customers, bring the festive magic alive, and showcase your products and services in the best ways possible. There is no arm in taking a sneak peek at the competition to help you decide how to approach your audience this holiday season. Keep reading to discover how other global brands have started their Christmas advertising.

Cadbury

We all know the creamy taste of a Cadburys chocolate bar, but how can the brand ensure they are unmissable to customers this Christmas? Cadburys took to Twitter to discover new ways of engaging with the audience and driving their message.
Cadburys created excitement amongst their audience by designing a competition, to enter participants were asked to post their Christmas wish. The responses were then reviewed by Cadbury and the top 24 chosen as winners and granted their Christmas wishes.
Following the competition, the brand released a heart-warming promotion video showing the winners receiving their Christmas wishes.

 

Cadbury

The outcome? The #Cadvent campaign not only got conversations flowing on the Twitter platform but also drove up ROI £4.93, drastically overachieving benchmark figures, and delivering one of the highest campaign ROIs that Cadbury has ever seen.

 

Lidl
For the first time @LidlGB, the huge supermarket chain decided this year to launch its Christmas advertisement on a digital channel rather than on TV. The brand was eager to try something new, with the aim of generating mass awareness across diverse audiences and increasing the conversation flow. The chosen platform for this new approach was Twitter.
To ensure the ad reached the widest possible audience on Twitter, @LidlGB launched a scheme to showcase itself in premium positions across the UK, including apps and timelines using both First View and Promoted Trend Spotlight. The brand also created and promoted customised emoji’s featuring the robin from their advertisements.

Embed tweet here.

Lidl

The results were remarkable. The pre-holiday tweet achieved 1.9 million views, which is a 30% overachievement on the target, generating substantial engagements, as well as upwards of 20,000 Likes. Additionally, the campaign also saw a total of almost 6.4 million video views, over 60% higher than the target. Further achieving a lower cost per view than anticipated as well.

Therefore, as you can see from these examples, building a strong storyline for your audience and incorporating a full-funnel approach is considered to be the best methodology for this impending Christmas Season. Brands that build their recognition, that can remain relevant and stand out this Christmas will be the most successful, using multiple ad formats will help encourage this. Let the Christmas cheer begin!

Insights & news

Christmas on Tripadvisor

Merry Tripmas and a globe trottin’ New Year!

The holiday season has often been a very busy time of the year. With many rummaging through wardrobes, packing bags, and rushing to an airport to catch that plane and spend time with loved ones. A time of year when families gather to celebrate, flying across the globe to to spend a few precious hours with their loved ones. Before the lockdowns and restrictions the holiday season was also a chance for many to escape their everyday schedules, experience exotic locations, and recharge their batteries.

Tripadvisor Christmas

Travel is back on the cards

As the Covid-19 restrictions are eased, travel is back on the cards. A strong travel season is predicted in 2022, especially across the APAC and EMEA regions. After all, the past 2 years have severely limited the ability to visit new destinations and experience adventures, so people are now making up for lost time.

Tripadvisor Christmas 2

 

Our partners at Tripadvisor are certain that most travellers are eager to now experience new opportunities and will not want to return to past patterns. Everyone loves having options and travellers are no exception, people want the ability to choose where to visit from a list of potential destinations, and are not only interested in domestic locations instead they are excited to explore the world and make new memories. Interestingly city destinations are more favored than rural destinations, but there is interest among travellers to visit both kinds of destinations.

Trust and safety remain important

Safety and personal health still play an important role for travellers, but thanks to the enormous efforts by airlines, hotels, and businesses there is a general sense of safety while travelling. There is also a raised awareness of sustainability. According to Tripadvisor, more than two thirds of travelers are willing to pay more for sustainable accommodations to offset their impact on the environment while on the road.

 

 

Tripadvisor Christmas 3

Tripadvisor is still the number one in terms of consumer trust. Trustworthy reviews and accurate information guaranteed, even in the pandemic, consumers stayed loyal to the platform. After all, dreams know now lockdowns so travelers continued to dream and to plan their awesome travel experiences.

Looking closer at the numbers, 9 of 10 consumers say Tripadvisor makes them feel more confident in their booking decisions while 86 % of travellers won’t even book before reading reviews on the platform. It’s very clear that no trip is really complete without consulting Tripadvisor.

It’s safe to say that global travel is beginning to rebound. It won’t be the same as before, as the circumstances have changed, therefore advertisers must learn to adapt and take into consideration the shifting attitudes of travellers around the world.

As we say goodbye to pumpkin carving, ghosts, and surplus amounts of candy, the attention turns to the most wonderful time of the year! Yes, you guessed it, Christmas is fast approaching.

The holiday season brings with it not only the wonderful traditions of overeating and over drinking, but also overspending, and Snapchatters are no different. Whether it’s gift buying, decoration preparation, or food to feed the masses, Snapchatters are eager to make this festive season run as smoothly as possible, and this is where your business can benefit.

Instead of spending countless hours scrolling through website after website looking for the perfect product, Snapchat helps its users view the best and latest products to suit their Christmas needs, by displaying the most relevant ads.

At Snapchat the path to purchase is far more straightforward than that of competitors, thanks to the substantial data collection, snap chat has been able to create the Snapchat celebration cycle. This feature shows the key moments of a Snapchatters shopping patterns, from the initial inspiration stage, research, and decoration, to sharing their purchases on their platform with friends, family, and followers. It is reported that 81% of all Snapchatters are planning to shop online this festive season. Below you will discover all the top tips and tricks to make the most of your advertising campaign on Snapchat.

Christmas Snapchat

Get in the Christmas spirit

Who doesn’t love the build up to Christmas? The anticipation and excitement are bound to make everyone feel joyful! To capitalise on this, you’re going to need to make sure you are in full festive mode. The past year and half have been difficult for everyone but with lockdowns and restrictions continuing to lift all over the world people are looking forward to coming together at Christmas more than ever before. The increased optimism seen in consumers and audiences means shopping will also be on the rise, people reuniting with loved ones after potentially many months apart likely means parting with enormous amounts of money to impress them.

Beat your competitors to the post

Be prepared, be ready, be early! This is the best advice to follow, plan your campaigns and start advertising to your audiences early, doing so enables you to reach audiences before your competitors get the chance. As previously mentioned above discussing the Snapchat Celebration Cycle, Snapchatters begin their shopping journey by searching for inspiration, this can occur as early as October! It is never too early to catch the eyes of your audience.

Focus on your products

You want to make sure you are taking the time to really make your product the centre of your advertisement, ensure your audience can immediately recognise what you are advertising. Maintaining the focus on your products is more likely to encourage users to shop. Snapchatters spend 1.6x more than the average shopper throughout the whole holiday period.

Display your discounts

The festive period features some of the largest shopping days of the entire year, including Black Friday and Cyber Monday. Everyone loves a bargain; therefore it is important to make sure you let your audience know in advance of upcoming sales, 72% of all Snapchatters plan on shopping on Black Friday weekend.

Snap Christmas

Get creative

Snapchat provides an array of creative tools which can be used to encourage audience engagements and can be more powerful than a standalone Ad. These features include video, camera lenses, and AR, enhancing the user experience for Snapchatters. From our data we can see that augmented reality helps to drive purchases at every stage of the shopping cycle in fact 89% of Snapchatters are interested in AR features. Remember this specifically for big events where users can celebrate using themed filters and lenses.

Keep it real

Authenticity is very important when it comes to advertising, ensuring that your audience feel as though they can trust you, and that they don’t face any unexpected surprises further down the line. Snapchatters are more likely to interact with brands that use authentic messaging that align with their own personal values.

 

Snapchat can help any business grow whether big or small. If you haven’t already taken advantage of the amazing ad packages available this holiday season, it is the time to start!

by Pauls Perkons, Twitter Performance Director, Httpool

With Christmas only around the corner, consumers are preparing to begin the tradition of endless seasonal shopping expeditions, hunting for that perfect gift, the best deals, and possibly a little treat or two for themselves. With the endless options out there, is there a way to simplify the task, potentially helping consumers avoid square eyes as they search through platform after platform.

The use of social media in this decision-making process has become increasingly more popular over recent years. Did you know that Twitter users are reported to be three times more likely to gain inspiration for gifs from the social media platform compared to non-users.

Twitter can act as a showroom for users, providing insight into happenings around the world, the platform is heavily focused around conversations and interactions between users. Twitter is a fantastic recourse for brands, encouraging conversations on Twitter is one of the best ways to increase brand sales revenue and recognition. As little as a 10% increase in brand conversation on the platform can result in a revenue increase of up to 3%.

Twitter Christmas

For Twitter users the Christmas season is an important one, a time to discover not only news and entertainment, but also recommendations for the perfect Christmas purchases. 40% of Twitter users say that Twitter influenced their gifting purchases over the festive period. However, the influence of Twitter conversations is not just for Christmas, the Halloween period is also a catalyst for holiday shopping with festive conversations steadily rising from early November.

Jumping on the holiday conversation bandwagon has never been more important as reports show the Christmas shopping season begins earlier every year. This year the intrigue began as early as June, at which point a 78% increase in holiday shopping conversations took place compared to May 2021.

So, what should you keep in mind when planning for Christmas?

Twitter insights Christmas

Most importantly, what do users not want to see? Constant reminders by multiple advertisers that they are late with their Christmas shopping. With 72% of Twitter users reporting that they would prefer to see light-hearted Christmas ads, ones that distract them from the impending date rather than remind them. Where possible it is also recommended that referencing of the Covid-19 pandemic is avoided, allowing the users to enjoy the magic of Christmas and escape some of reality whilst they search. Reports suggest that 61% of users admit that they avoid looking at Christmas ads that are too emotional.

One shoe does not fit all. Whilst some campaigns require a sense of urgency to drive results, this same approach might not fit the sentiment associated with the festive period. Ensure you test and research your method and use the correct one for your brand.

Moreover, Twitter Insiders UK, reports that 41% of users prefer fictional characters and settings over real people and true stories when it comes to creative content. Test out using animation & fantasy characters in your creative content.

Furthermore, even at Christmas it helps to remain up to date with social causes, therefore if for example sustainability is something your brand focuses on then be sure to still feature this in your Christmas campaigns. More and more people are taking the initial steps to sustainable gifting.

Finally, it is important to utilize a full-funnel approach and build more impressive storylines. Using multiple ad formats will help with ad recognition and has proven to increase the probability of the campaign’s success. Advertisers utilizing three or more ad formats tend to see higher awareness and purchase intent.

Twitter Christmas

This Christmas, get your holiday season preparation in full swing, and take advantage of the audience on Twitter.

By Tin Klasić, Senior Clients Solution Manager, Httpool

 

Looking to boost sales this festive period? Look no further! With the holiday season fast approaching it’s time to look back on the lessons learnt this year and discover how to use this knowledge to create successful and engaging campaigns. Below we offer all the top tips for boosting your business on Facebook this Christmas.

The shopping trends and needs of consumers are shifting, the desire to feel entertained, engaged, and inspired is affecting the way in which audiences respond to marketed content. Enter the Facebook Discovery Commerce! This system created by Facebook can help you effectively engage with customers, anticipating their needs, and providing a helping hand to your advert to get it to the appropriate audiences. Read on to discover how customers can use this system to find and shop for various brands such as your own.

Broaden your reach

Take advantage of opportunities that will expand your campaign reach. Don’t forget that just because someone isn’t your regular customer doesn’t mean they may not be purchasing for one of your customers. By letting the Facebook algorithm know what your products are and what your perceived audience is, it will be easier for Facebook ads to reach further afield. Without restrictions, you can target a much larger audience, gaining improved results in the process.

Facebook AI can do the heavy lifting for you. As already mentioned, a broad audience is the first step to letting the AI find the right audience. While selecting which platforms to advertise, don’t select a few which you think are the best performing. Use Automatic Placements, to leverage machine learning, discovering the right audience for your campaign, regardless of the platform they use. Dynamic ads are a great way to show your entire catalogue of products in a unified manner whilst remaining relevant.

Helps boost small businesses

Facebook is a buzzing hub of potential customers exploring various businesses and deciding who to engage with. For small companies this notion may be daunting, and you may be wondering how your business can benefit from Facebook marketing. The truth is Facebook marketing encourages engagement with smaller companies. Take holiday shoppers for example, reports show that 7 out of 10 shoppers completed at least one action to support local or independent businesses. Moreover, 36% of holiday shoppers stated that purchasing products from local businesses was one of the main priorities whilst shopping during their Christmas period.

FB Christmas

Community of shoppers

Using Facebook systems will of course expand advertising reach and thus encourage positive purchase results. However, a potentially more important outcome is the creation of a community platform in which community-based conversations can be more beneficial than the product purchases itself, shifting the focus to building reputation and recognition.

Reports show that during the holiday shopping season in 2020, 58% of shoppers took to social media to share their purchases with friends, family, and followers. Therefore, whether a consumer has purchased directly from your brand or not, the platform can still help spread the word about products and services.

Share the sale
Everyone loves a bargain! We all know what dates such as Black Friday and Cyber Monday mean… huge savings! It is important to incorporate reminders for sales dates, don’t miss out on the opportunity to create a buzz amongst existing customers, open new conversations, and expand your reach to new customers. Remember that 8 out of 10 global customers said that being part of mega sale days (MSD) allows them to feel like part of a community.

In addition to MSD’s, singular events may also benefit smaller businesses, these include Giving Tuesday and Small Business Saturday. These days provide an opportunity for smaller businesses to steal the limelight.

Create a unique shopping experience

When looking to drive sales through online purchases, as opposed to shopping in store, it is important to understand that simply having good products won’t make you stand out from the crowd. Successful marketing campaigns are those that ensure their target audiences’ media and content preferences are always at the forefront of creations. Shopping has become a source of entertainment for consumers, with 82% of those who shop during peak shopping days admitting that they are more likely to take part in shopping experience days which are deemed entertaining and engaging. In 2021 alone $25 billion is expected to be generated from live shopping events.

FB Christmas

 

Lastly it is also recommended that you set up both Facebook and Instagram shops, these can help bring your catalogue closer to your target audience. You can customize your shop on either platform, providing users with additional information in a fun, fast, and engaging format. Shops will show off your whole catalogue or just the products you chose to be shown.

Therefore, when thinking about this season, be fast, be early, be creative, and be smart about your campaign execution. A strong brand is one of the most important differentiating factors in the customer journey, including when people are buying gifts for their loved ones. This Christmas, start early and finish strong.