LAS VEGAS — Twitter is focusing on a number of initiatives with marketers to link brands more closely to the real-time opportunities in the daily tweet stream of users, says Melissa Barnes, head of agency and brand advocacy at Twitter in an interview with Beet.TV at the Consumer Electronics Show.
“The best brands [in real-time] are the ones thinking about it far in advance,” she explains. That’s because brands can connect to offer content during “everyday moments” that exist on Twitter. “We know when people are hungry, when they’re going for a run, when they’re tired,” Barnes says, and brands can aim to deliver content at the right moment.
Another key opportunity for brands is, not surprisingly, in social TV. Barnes says the social media giant studied the interplay for brands that plan across the year for TV and Twitter integrations, and saw a huge increase for ROI for CPG brands and a huge decrease in cost per acquisition for telco brands.
In addition, marketers can take advantage of delivering ads in content, such as an instant replay of a live sports event. Twitter has inked deals with more than 30 networks to offer such video content in real-time; brands can tie into that.
Brands like Volkswagen and Target have been innovative in using Twitter for marketing, she says
The segment was taped at the Mindshare “Client Huddle” at CES.
