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Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted.
Twitter’s newsy nature makes it the ultimate hub of real-time buzz. Whether it’s the Olympics, the Oscars, breaking news or the latest music festival, Twitter is the place for discussing events as they happen. With event targeting, Twitter offers advertisers a way to reach the 313 million users who regularly flock to the site to chat about the day’s hottest happenings.
Here’s how advertisers can use Twitter advertising to join the conversation surrounding live events.
Event targeting allows advertisers to easily leverage events on Twitter to promote their brand. Twitter offers a comprehensive list of upcoming events that people will likely be talking about, such as sports games, awards shows, or movie premieres, and provides useful information like top keywords that are currently trending.
You can combine event targeting with other key targeting types like gender, device and language so you can serve your ads to precisely the right segment of an event audience.
Twitter has several recommendations that will help your ad receive views and clicks during popular events:
Above, General Mills ties its commitment to “real” ingredients in with the Summer Olympics by sharing an ad showcasing live rabbits reenacting popular competitive sports like diving, track, and gymnastics. The adorable Olympic-themed video pairs nicely with what audiences are watching on TV and fosters further discussion on Twitter with a dedicated hashtag.
Joining in the conversation about the return of football season, Bud Light uses event targeting to reach NFL audiences on Twitter with a fun video ad. Rather than the copy approach that General Mills took above, Bud Light uses a call to action button to encourage viewers to spread the word about Cantasy Football.
Squarespace’s Super Bowl commercial featuring comedic duo Key and Peele dominated TV, but that didn’t stop them from also developing an equally impactful Twitter campaign. Using Twitter’s event targeting, Squarespace carried over the theme of that TV commercial to a video ad reacting to the buzz the commercial generated online. With this strategy, Squarespace continues the conversation, increasing the reach of its commercial while adapting to Twitter’s real-time nature.
Get targeting insights, best practices, and more to power large-scale success on Twitter, the world’s fastest growing display ad channel.
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