Business information written specifically for newspaper advertising departments

Twitter's Ads API

Advertisers will soon have the ability to work with Twitter’s initial set of Ads API partners to create and manage Twitter Ad campaigns.

On Feb. 20, 2013, marketers rejoiced as Twitter announced a new Ads API. This means that businesses will be able to run ad campaigns through Twitter’s API partners, rather than buying from Twitter itself. Advertisers will soon have the ability to work with Twitter’s initial set of Ads API partners to create and manage Twitter Ad campaigns. Twitter was sure to clarify that users will continue to see the most relevant Promoted Tweets from advertisers first, adding that the Ads API helps companies deliver the right message to the right audience at the right time, across multiple platforms.

“One important step is to enable a diverse group of companies that can integrate seamlessly with our ad platform,” Twitter’s Product Manager, April Underwood said in the company’s official statement. The first five partners Twitter will be working with are Adobe, HootSuite, Salesforce, SHIFT and TBG Digital. TechCrunch’s Anthony Ha believes we can expect to see this number rapidly increase. Pointing out that in Twitter’s official statement, they’ve included a link for other companies to sign up to become partners.

“As interest in Twitter has grown, our focus has been on delivering better ads for users, not more ads,” Underwood said. “We believe our system is working well because users like the ads experience on Twitter. Our system rewards marketers for being good, not for being loud.”

However, Ha said we can expect to see a change, eventually. “Nothing in the announcement should lead to immediate changes in the user experience, but one of the main reasons to launch the API is to grow the program, so I’d be surprised if we don’t see more ads at some point.”

TBG Digital’s CEO Simon Mansell spoke to Ha about his excitement for Twitter’s Ads API and how it could expand in the future. The first stage of TBG’s Ads API integration focuses on creating “workflow efficiencies” and making it easier to run Twitter campaigns. For instance, it dedicates time to identifying the best-performing keywords. Mansell plans to add more tools later, including ways to manage campaigns in real time and analytics for measuring ROI.

Adobe also released early results from beta testing the API, which it has integrated in Adobe Media Optimizer. After several weeks of testing, Adobe reported that it was able to increase customer’s follower base by 63 percent and decrease the cost per follow by close to 60 percent, approximately $2. Meanwhile, Salesforce’s Chief Marketing Officer Michael Lazerow hailed the debut of Twitter’s API as one of the most important social media marketing moments in years.

Inman News’ Teke Wiggin saw this as great news for real estate agents, saying that it will streamline and simplify social media marketing for agents. He spoke to Century 21 Real Estate LLC’s chief marketing office Bev Thorne, who said they were very interested in Twitter’s new API. “Empowering our network with best-in-class social media marketing solutions is a priority of our brand as evidenced by the fact that we have twice as many followers on Facebook and Twitter than our nearest competitors. While it is premature to go into detail, the adoption of social into our existing CRM platform is very much on our radar and Twitter’s new API will fold nicely into our plans.”