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ConradJohnson t1_iuqr5px wrote

Reply to comment by SimpleTrigger in Ad giant IPG advises brands to pause Twitter spending after Musk takeover by mbmba

Twitter traffic doesn't convert. Nobody is looking to execute a purchase in the perpetual 'just looking' phase of Twitter audience.

Brand equity is really the only value of Twitter advertising and this is one of the largest, if not the largest, brand agencies there is.

edit: spelling

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[deleted] t1_iurj3yy wrote

[deleted]

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egnarohtiwsemyhr t1_iurui09 wrote

When I owned my company I got into so many arguments/disagreements/what have yous about the value of impressions and impression share versus actual conversions.

"Hey, our campaign fell short of expectations - we will guarantee another 100,000 impressions at no charge!"

Who cares? Your impressions weren't valuable, why do I want more for free? Impressions are a meaningful metric, but my experience, at least with smaller agencies, is that they only sell off of impressions. Not click thru or other more helpful data.

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ConradJohnson t1_ius1fuj wrote

Impressions work for brand building. If you're Coca Cola, Mars, Frito-Lay, etc... this is meaningful.

But if you're Ferrari, then you want some segmentation, rich old dudes and young kids that might be rich in the future.

Going even further, if you're a small business, you want further segmentation based on locality and possibly other demographics.

AFAIK, twitter sucks at this audience segmentation for advertisers. Facebook does really well at this, but their audience is shrinking and getting poorer.

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LarcSekaya t1_iutnur7 wrote

As a media buyer, I definitely agree. We would pay 4-5x the CPMs as other social platforms, and conversion rate would only be 75% of other platforms. We limited spend on Twitter as often as we could.

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ConradJohnson t1_iuwzbv5 wrote

Thanks so much for that data point. Is your conversion soft or a transaction?

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