First launched in June of 2016, Twitter’s emoji ad targeting gives brands the ability to connect with people based on the emojis they include in their tweets. Even though the ad-targeting feature has been around for nearly two years now — arguably a lifetime on Twitter — some consider emoji targeting to be a fairly new concept when compared to the platform’s standard ad-targeting options.To get more viral videos news, you can visit shine news official website.
“4C has had hundreds of clients use emoji targeting, but we work with more than a thousand clients in total, so it’s still a relatively small group of advertisers that are experimenting with the feature,” says Aaron Goldman, CMO for 4C Insights, “We expect this number to grow as brands see positive returns from this precise level of targeting.” 4C is one of six Twitter certified partners that offers the emoji targeting campaigns.
The data science and marketing technology company offers a self-service platform for advertisers running Twitter campaigns. Emoji targeting is one of several targeting options available via 4C’s platform.The CMO says one of his agency’s clients in the quick serve restaurant industry that targeted different types of emojis saw engagement rates increase 260 percent. “Meaning the number of people who responded to the ad went up 2.6 times over the advertiser’s traditional ads. Typically a 10 percent lift on an ad is a solid result, so this is a huge increase,” says Goldman. Like most ad-targeting, emoji targeting can be layered on top of other criteria, like age, interests, or location.
The CMO says emoji targeting is still a relatively new concept compared to standard targeting criteria like demographic or geographic information that marketers have been using for decades. “Ultimately, it helps advertisers get more precise about who they’re reaching and the best time to engage them, because an emoji paints a more colorful picture of their audience beyond black-and-white demographic and geographic information,” says Goldman.
While at a previous digital marketing agency, Prater oversaw a Twitter ad campaign that used emoji targeting paired with phrase-match keywords to drive website traffic to local weather pages for a weather app. “We created ad groups targeting various weather-related emojis and segmented them by weather conditions: rainy, snowy, sports, etc. And we utilized Promoted Tweets for creative that also used the emoji in the ad copy,” says Prater.
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