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BizReport : Social Marketing : June 16, 2016

Study: Movie-watchers engaged by Twitter

While some experts insists the shortened attention span of social network Twitter may not be great for advertisers, one new report suggests highly targeted Twitter-based campaigns may be working, especially in one vertical.

by Kristina Knight

Recently, Neustar researchers looked into how movie-goers are engaged on Twitter, and found that 1 in 10 have been influenced to buy a ticket because of Twitter advertising. Researchers looked at data between December of 2011 and 2015. That researcher found that movie studios who engage in Twitter advertising are seeing up to a 24% increase ROI on comedy files and an 11% increase in ROI for dramas.

Comparatively, TV advertisers are seeing a 16% ROI increase.

The research also shows that the ROAS (return on advertising spending) increased between 2 and 3 times for campaigns that included Twitter compared to legacy spaces like radio and print and digital mediums like online display and paid search.

"Advertisers have a deluge of incredibly rich data at their fingertips, yet they often struggle with pinpointing exactly which advertising methods deliver the highest ROI," said Steven Wolfe Pereira, Chief Marketing and Communications Officer, Neustar. "Neustar MarketShare helps marketers discover the effectiveness of their marketing investments and shines a spotlight on those that boost the highest sales. Twitter is at the forefront of employing a new wave of advanced analytics to corroborate the effectiveness of their advertising solutions to major brands around the world," he added.

As for Twitter's Promoted Trends, they were found to be more than 5 times as efficient at increasing the ROAS of campaigns than all other domestic (US/Canada) channels.

Tags: Neustar, social marketing, social marketing trends, twitter advertising

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