Module 6:

Putting it all together: Sample Twitter video media plans

Welcome

Examples are always helpful. Now that you’ve learned about Twitter’s video ads, it’s time to put your knowledge to use and learn how to build a plan you can present to your clients.

In this module, we’ll look at three real-world examples from media buyers who need to:

1. Extend a TV campaign to mobile and reach a larger audience.

2. Drive relevance for a food and beverage brand.

3. Launch a film.

We’ve organised these examples by common agency roles. Feel free to jump to whichever example most closely matches your role or advertiser objective.

We hope these examples, solution structures, and campaign flight plans will be useful as you build your plan and help your client succeed.

Learning Objectives

You should be able to:

Build a media plan mapping Twitter video ad formats, audiences, and targeting to common brand RFP requirements throughout the life of a Twitter campaign.

Pitch your Twitter video media plan to brands using key differentiators related to Twitter’s audience, inventory, and value.

 

Lesson 1

Case Study: A TV or Screens Buyer needs incremental reach for a retailer

Our first example is fairly straightforward. A TV buyer representing a retail client needs to reach a larger audience beyond a linear TV buy. With scatter budget, available key considerations are:

The Need:

  • 10 incremental TRPs (Targeted Rating Points) per week for 4 weeks, following the linear TV campaign.
  • Seamless transferability of TV creatives (:15 and :30 spots).
  • Reliable in-demo delivery on premium brand-safe inventory.
  • No other social presence assets or landing URL required

The Audience:

  • Adults 18-49
  • Sports enthusiasts

Success Metrics:

  • MOAT viewability
  • Impressions
  • Demo Accuracy percentage
 

Lesson 2

Proposed Solution: A TV or Screens Buyer needs incremental reach for a retailer

In-Stream Video Ads deliver efficient reach in a TV-like environment.

Process: In-Stream Video Ads

1. Contact Twitter Client Partner

2. Review inventory availability, content targeting, and pricing.

3. Define required measurement, Nielsen, MOAT, etc.

4. Provide creatives and unit length (:6, :15, :30).

5. Run campaign.

 

Lesson 3

Case Study: A digital buyer needs to drive relevance through an evergreen campaign for a food & beverage brand.

The Need:

  • Associate their brand with different consumption habits and behaviours.
  • Align their brand with high-quality, brand-safe content.
  • Transferability of existing video spot
  • Easy implementation with no social asset
  • Content integration or extension

The Audience:

  • Millennials, 18–34
  • Interests include food, music, sports, and technology.
  • Behaviours include on-the-go, non-traditional, heavy mobile users; early adopters.

Success Metrics:

  • Extend awareness to this new audience and behaviour, and align brand with snacking and cultural moments that matter. 
  • Ultimately, frequency of purchase is the key brand metric.
 

Lesson 4

A digital buyer needs to drive relevance through an evergreen campaign for a food & beverage brand.

Process: Promoted Video, Video Website Cards, Conversational Video Ads

  1. Go to ads.twitter.com.
  2. Upload creatives + create cards.
  3. Choose objective. 
  4. Select bid, targeting, audience, and review available inventory.
  5.  Map creatives to campaign.
  6. Run campaign. 
  7. Optimise and report.

Process: First View

  1. Contact Twitter Client Partner.
  2. Secure day and regional availability.
  3. Check exclusions. 
  4. Sign IO.
  5. Upload (in ads.twitter.com) creatives and map to First View campaign 
  6. Optimise and report
 

Lesson 5

Case Study: Social buyer needs to launch a film

A movie studio wants to drive buzz and ticket sales to support the release of a superhero franchise film targeted at millennial movie enthusiasts.

The Need:

  • Associate their brand with different consumption habits and behaviours.
  • Align their brand with high-quality, brand-safe content.
  • Transferability of existing video spot
  • Easy implementation with no social asset
  • Content integration or extension

The Audience:

  • Millennials, 18–34
  • Interests include food, music, sports, and technology.
  • Behaviours include on-the-go, non-traditional, heavy mobile users; early adopters.

Success Metrics:

  • Extend awareness to this new audience and behaviour, and align brand with snacking and cultural moments that matter. 
  • Ultimately, frequency of purchase is the key brand metric.
 

Lesson 6

Promoted Tweet Carousel lets you curate Tweets to tell a brand story.

Process: In-Stream Video Ads

  1. Ask your Twitter Client Partner for access to the In-Stream tool if you don’t have it.
  2. Select the objective “In-Stream Video Ad Views (Pre-Roll)”. 
  3. Upload video creatives. 
  4. Select In-Stream Categories. 
  5. Set targeting, bid, and budget as you normally would before launching the campaign. 
  6. Analyse performance in Twitter Ads dashboard and optimise as needed. 
  7. Pull reporting in dashboard.

Process: Sponsorships – (Note this happens outside of the Twitter Ads Tool)

  1. Contact Twitter Client Partner.
  2. Choose the content to sponsor. 
  3. Check availability, exclusions, and integration packages.
  4. Sign IO. 
  5. Run Campaign. 
  6. Measure and report results to client.
 
 

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