Twitter launches two-pronged ads attack, plus more in the A&M recap…

Each week, MRY’s Analytics & Media department meets to discuss five topics across various parts of digital marketing – platforms, vendors, philosophy, agency news and the very fluid “Wildcard” category. Now, we’re bringing it to you. Follow along as we recap five of the week’s top tech stories… with just a touch of color commentary.

This week’s recap of the Analytics & Media got a bit Twitter-centric, but what can you do when the platform launches promoted videos *and* new objective-based campaigns. Add in Facebook’s announced cross-device measurement capabilities, and our Paid Media wizards are pretty much bouncing off the walls at this point. Here’s the run-down:

Twitter Ads, Twitter Ads, Twitter Ads…

Topic submitted by Rui Fang

Mindfully breaking the myth it’s only all-things-microblogging, Twitter’s introduced a number of ways in the past year or so to beef up what brands can bring to the platform. This week, it’s promoted videos. The beta launch brings with it enhanced video tools and reporting, plus the option to setup cost per view campaigns.

Win, Fail or Fiasco? Win.

…And More Twitter Ads

Topic submitted by Will Ryan

Just missing last week’s Knowledge Share by about… maybe the equivalent of 140 characters, was the announcement of objective-based campaigns on Twitter. Marketers can now optimize ad campaigns on Twitter to meet one of several specific objectives:
– Community Growth
– Website Clicks or Conversions
– Tweet Engagements
– App Installs or App Engagements
– Leads on Twitter

Coming soon to a campaign near you:

Win, Fail or Fiasco? Win.

SoulCycle shows power of community IRL

Topic submitted by Sarah Shaker

In the wily Wildcard category of our Knowledge Share, Sarah Shaker discussed her observations on SoulCycle, the popular cycling gym popping up in metropolitan areas across the nation. The company has a formidable following of deeply devoted enthusiasts and by a mixture of appealing to customers’ needs and fashion inclinations, has built an organic, IRL advocacy program.

Win, Fail or Fiasco? Win.

Spotify connects the main stage with the merch table

Topic submitted by Evan Watkins

Not sitting still with its significant stake in streaming music, Spotify this week activated an integration with BandPage, a company that facilitates selling merchandise, plus exclusive events and experiences, to fans. Spotify’s not taking a cut of sales here, but the move certainly positions it as a viable platform for expanded e-commerce.

Win, Fail or Fiasco? Win.

Facebook Ads: Now with cross-device measurement

In a world of multiple digital device usage, marketers have spent much time fretting who’s on first, but converting on second – or vice versa. Well, in the social realm, Facebook’s taken a big stride toward connecting the dots – at least when it comes to conversions – with measurement across devices for ad effectiveness

From Facebook:

For instance, a marketer can view the number of customers that clicked an ad on an iPhone but then later converted on desktop, or the number of people that saw an ad on desktop but then converted on an Android tablet.

So, ah – that’s pretty handy.

Win, Fail or Fiasco? Win.


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