Ginny Marvin says, “Over the past couple of years, Twitter has been investing in products for direct response advertisers to spearhead revenue growth. Twitter’s initial ad products — Promoted Tweets, promoted accounts and later, Amplify for video — primarily addressed upper-funnel efforts. In an interview with Marketing Land, Richard Alfonsi, Twitter’s vice president of global online sales, discussed the company’s work to develop products and tools that drive actions, add scale and offer deeper measurement insights. He joined Twitter three-and-a-half years ago after five years at Google.

“We are now focused on targeting and measurements tools that focus on mid- and lower-funnel goals,” explained Alfonsi by phone last week. “Twitter is a huge opportunity for direct response marketers. There are live conversations happening that pass a signal of intent that marketers can tap into,” says Alfonsi.

During our discussion, Alfonsi announced three test expansions:

  • Direct response objectives — website clicks and conversion objectives — are moving into the Twitter Audience Platform in beta, giving direct response advertisers a way to measure results from the TAP audience of 700 million people beyond Twitter.
  • Dynamic Ads Retargeting is starting to tap into TellApart technology. More on that acquisition below”.

Exclusive: Twitter’s Richard Alfonsi Talks Direct Response Advertising Growth Efforts

Marketing Land

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