Adam Bain, president of global revenue for Twitter, took some jabs at Facebook and explained his marketing vision for Twitter at the Adobe Digital Marketing Summit on Wednesday afternoon. Federated Media CEO John Battelle led the Q&A.
After sharing the latest news from Twitter — that the social network now has more than 200 million active monthly users, up from 100 million a year ago — Bain shared an update on Twitter’s survey tool for brand marketers that was launched in beta in October.
The survey tool, called Nielsen Brand Effect for Twitter, found that simple exposure to Promoted Tweets increased brand recall by 22% and that engagement with Promoted Tweets increases brand favorability by 30% and purchase intent by 53%.
Then, Battelle got Bain to share his thoughts on several digital advertising issues.
The difference between Twitter and the competition:
“There is no algorithm standing between you and your audience, if you have worked hard to get somebody to follow your brand… You are what you tweet, who you follow and what you re-tweet, and those are all great signals for what you are passionate about right now.”
Display advertising and attribution:
“I’d love to see an evolution of attribution. Today, state of the art attribution is the last person to show a unit, one of probably a thousand units that consumer had seen that day, and then they go make a purchase. That is considered state of the art. We think it could be bigger and better.”
Twitter’s recent acquisition of Bluefin Labs:
“You’re going to see a lot more from on the analytics side. The Bluefin Labs acquisition is really about analytics… They have a terrific analytics product that we’re working to bring in to have more insights.”
