Advertisers Plan Twitter Budget Increases as ROI Improves - 1 views
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About 1 in 5 respondents said they have used Twitter in conjunction with a TV campaign. Promoted Tweets are the most popular of Twitter’s ad formats among respondents, used by about twice as many as promoted accounts, and by roughly three times as many as have used Twitter Amplify. Respondents’ primary goal for Twitter advertising is to build awareness and sentiment for their brand, with significantly fewer claiming as their main goal driving traffic to their websites, building followers, generating sales leads, selling products and staying in touch with customers.
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58.6% share of respondents said that their Twitter budgets represent new spending. Those reallocating from other media are most commonly turning to offline (17.6%), online display (16.6%), email (12.3%), search (10.8%) and TV (9.9%) for funds. (Similar data concerning the constitution of online video and social media budgets can be found here and here.)
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7 in 10 respondents – execs at marketers, agencies and media companies – use Twitter as a marketing channel, only a minority (46.5%) of those are spending on advertising on the platform. By comparison, a previous survey from Ad Age (covered here) found that of the 83% using Facebook, almost three-quarters were buying ads.