‘Twitter adds automation to win more ad dollars’ – ‘Econsultancy’ Blog
Patricio Robles says, “Twitter is one of the largest, most popular social platforms in the world but despite the fact that it is generating significant advertising revenue, the company has struggled to live up to expectations.
One of Twitter’s most promising ad products, Amplify, allows advertisers to display pre-roll ads against video clips distributed via the service.
Especially popular with television and cable networks, Amplify has been a mixed bag for advertisers who complain that they’re too hard to purchase.
They have “just been a huge pain in the ass to activate,” Travis Freeman, head of social for Aegis Network, told AdAge. That’s because advertisers can’t actually create Amplify campaigns without significant interaction with Twitter and publishers. According to Freeman, some of his agency’s clients have given up on Amplify because of the hassle“.
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