by Ray Schultz
Source: www.mediapost.com, May 2021
Twitter may differ from email marketing. But people want the same thing out of the ads served in both channels: Relevance.
For instance, 54% of Twitter users are comfortable with brands whose in-feed advertising appears next to personal content on social, according to a new study by Integral Ad Science (IAS).
In addition, 77% are comfortable sharing data with Twitter to enhance the ad experience. And 59% would remember an in-feed ad if it was contextually relevant to the surrounding content.
The study may have a certain skew, given that IAS works with Twitter on its in-feed advertising. But it still offers a window into consumer demands.
For instance, 54% of Twitter users are comfortable with brands whose in-feed advertising appears next to personal content on social.
In addition, 77% are comfortable sharing data with Twitter to enhance the ad experience. And 59% would remember an in-feed ad if it was contextually relevant to the surrounding content.
How do people engage with Twitter? Of the consumers polled, 73% use their phones ot access social media. And they’re busy at it: 80% of spend at least two hours scrolling per day, and a third spend five or more hours.
Here’s the sales pitch part: 57% engaged with an ad on Twitter in the last year, compared to 92% across all social platforms. And 46% prefer in-feed ads on Twitter to the open web.
Now you know. But you still have more control over email.
IAS surveyed 1,000 U.S. consumers.
