Reality Check: Twitter Opens Up its Ad Inventory to Programmatic Buying Platforms

In this week’s digital news, Facebook introduces new tool for travel advertisers, Twitter embraces programmatic, and Snapchat falls behind in advertiser numbers.

Facebook introduces Trip Consideration, a new ad product for travel advertisers.

Trip Consideration allows businesses to target people who show travel intent such as looking at travel-related pages. According to Facebook, 68% of millennials found ideas for their most recent trip on Facebook, while 60% did so on Instagram. To use the new option, advertisers need to have the Facebook Pixel implemented. When you set up a conversion campaign, you’ll be able to see and enable the option to prioritize delivery to people who plan to travel.

Snapchat lags behind in number of advertisers.

New study reveals that almost 400 brands bought video ads on Snapchat Discover channels between November 2017 and January 2018. Although this data doesn’t include Snapchat’s full advertising opportunities, it falls way behind competing social platforms. Facebook has more than 5 million advertisers and Instagram has over 500,000 advertisers. Also, the study shows media and entertainment brands accounted for 48% of ads, followed by tech (13%), and retail (12%). Automotive, the largest category in TV ads, only accounted for 5% of Snapchat ads.

New report reminds us why online video is still a good marketing investment.

If you’re not sure whether you should invest in video content, this latest report will help you decide. Here are some key highlights from the 2018 report:

  • 90% of consumers say video can help them make buying decisions.
  • Video on landing pages can increase conversions by up to 80%.
  • By 2019, 80% if all internet traffic will come from video.
  • Mentioning the word ‘video in an email subject increases the open rate by 19%.
  • By 2021, 13% of all internet traffic will consist of live video.


Twitter is opening up its ad inventory to outside programmatic platforms.

Twitter has plans to be the first major social network to open its ad inventory to programmatic technology. The company estimates ad revenues will increase 6.2% in Q1 2018 year-over-year. But not only will this openness boost ad revenues, it will also give advertisers greater accessibility and control over their campaigns. Get more insight here.





Published on March 8, 2018

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