Using Creative to Drive ROI on Twitter

Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.

Introduction

The most valuable metric in today's mobile-dominated world is consumers' attention. But the reality is that mobile feeds, such as Twitter, move quickly. The challenge for advertisers/marketers is to make a meaningful connection with consumers in a short period of time. As Tom Buday, the Head of Marketing and Consumer Communication at Nestle said in his talk during Marketing Week 2016, "The consumer will decide how many seconds they give us and we need to fit within that constraint. We are not in control."

In regard to the factors within a marketer's control, creative execution has the greatest influence...

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