Amid a stock price plunge following disappointing Q1 revenue, Twitter announced two new deals with Google this week that will serve digital marketers on both performance measurement & ad buy sides of the house.
Partnering with Google’s DoubleClick, ad buyers will, later this year, be able to see both post-view and post-click attribution through Twitter’s ad products. This will give advertisers the opportunity to see how the social media ads, such as Sponsored Tweets, contribute to the overall conversion funnel.
This move will likely serve to boost Twitter’s ad sales, especially from direct response advertisers who understand how important each step in the multi-touch attribution model. From a digital planner/buyer side, enabling DoubleClick reporting not only makes Twitter more streamlined to manage, but to report upon as well.
On the buy side, Twitter will also be teaming up with Google’s in-house DSP, DoubleClick Bid Manager (formerly Invite), to include some of the network’s own ad inventory in programmatic media buys. Facebook has long had Facebook Exchange inventory available through major DSPs — so while Twitter won’t be the first to enter this space, it should be well-received by most of the major advertising holding companies.
As reported in February, we now have a better idea on when to expect to see tweets returning to Google search results. On Tuesday’s earnings call, CEO Dick Costolo said that the Google search deal will begin to roll out in May — giving the new exposure Twitter is likely to see at least some time to take off during the company’s financial Q2.
Unexpectedly, on the same call, Costolo noted that Twitter is also working with Apple to incorporate tweets into Spotlight search as well. Interestingly enough, Search Engine Land found a post on Buzzfeed confirming hashtags were already searchable in OS X; and, indeed, when I did a Spotlight search on my iPhone for #DraftTown, popular results were shown.
No word on whether Twitter will look to directly monetize Spotlight search results; though, I’d imagine this is more of an attempt to secure additional new active users than anything else.