Twitter Inc (TWTR)’s World Cup Campaign Helping Advertisiers


Twitter Inc (NYSE:TWTR) has innovated and changed its style on tweets, photos and videos related to the soccer World Cup 2014. It’s CEO Dick Costolo was more involved in this move after the resignation of COO Ali Rowghani. The World Cup has been the most trending topic on Twitter this month.

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Greg Gunn, VP of Business Development at Hootsuite was on Fox Business recently and he was discussing about the impact of Twitter Inc (NYSE:TWTR) on advertising. Gunn was asked to provide to give the numbers for Twitter Inc (NYSE:TWTR) use for the World Cup. Gunn said that their analyst team has been analyzing the trends and here is what he said about the numbers:

“We’ve actually uncovered that it’s been over 10 million hashtag mentions for the world cup since it began.”

According to the Gunn, their analysis suggested that these 10 million hashtag mentions generated over 6.7 billion impressions. That means the hashtag mention of world cup has been seen over 6.7 billion times since the world cup began. This metric, according to Gunn, is an important one for an advertiser for re engaging users and make sure the message reaches them.

He was asked if it means that an advertiser’s logo or impression has been seen and he said that it doesn’t necessarily mean that advertiser’s messages are seen for 6.7 billion times. Whe Gunn actually meant was that the hashtag impression was seen by people for more than 6.7 billion times in all. This includes all the advertisers combined and users, celebrities mentioning about 2014 World Cup.

He mentioned specifically about Adidas and said that it stood as the #1 brand with their all in hashtag. That alone has been seen over 300,000 times. Platforms like Twitter Inc (NYSE:TWTR) are quite different to the regular advertising where companies get a 30 second space on a regular network. Gunn said that Twitter Inc (NYSE:TWTR) combined with TV has become a really storng medium for advertising and this can be seen as a hybrid model for advertising. He also mentioned that Adidas is spending more money this year on digital advertising as compared to television advertising. The company is spending over $ 50 plus million on its all in campaign this year as compared to 20% on digital campaign during the last world cup 4 years ago.

Gunn mentioned that this shift in spending structure by the companies tells that change is happening in the Madison Avenue and companies like Twitter Inc (NYSE:TWTR) have a big role to play in this transition.

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