Twitter officially launched its advertising APIs yesterday. This official launch follows nearly 2 months of testing done by early partners like Adobe, Hootsuite, Salesforce, SHIFT and TBD Digital. Adobe gave some insights into usage of the API on Adobe Digital Media Optimizer in its digital marketing blog. Twitter is looking out for more partners who will be able to integrate the API into their own marketing products. The application link can be seen here.
Twitter has been offering ad and brand related products since some time now and the company has been making good yearly revenues (they got in $350 million last year). Before the advertising APIs came out, using Twitter for advertising was apparently a little tedious. Now according to Adobe and Salesforce, the whole process is much easier for brand and advertising managers. Now advertisers and agencies will be able to focus more on dealing with the optimization bit of Twitter campaigns instead of bothering about the technical front.
This is what Twitter had to say about the new APIs.
“What this means is that as marketers, you’ll soon have the ability to work with our initial set of Ads API partners to manage Twitter Ad campaigns — and integrate them into your existing cross-channel advertising strategies. Equally important, users will continue to see the most relevant Promoted Tweets from advertisers. With the Ads API, marketers now have more tools in their arsenal to help them deliver the right message, to the right audience, on the desktop and on mobile devices — all at scale.”
The effectiveness of Twitter’s platform with the new APIs is not yet clear. There is still no hard data on how effective the platform is for brands. Adobe however said that there was a 63% increase in a customer’s follower count followed by a 60% decrease in the cost to follow. Data will come in once more brands and agencies embrace the new APIs. Twitter currently offers 3 major advertising products – Promoted Tweets, Promoted Trends and Promoted accounts.
If all the the workflow issues faced by advertisers gets solved with this API, then will we be seeing an onset of ads which will rival that of Facebook? Twitter has always been largely free of ads. We will have to wait and watch in the coming months how this affects the Twitter community and brands.
Source | Techcrunch