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Twitter advertising effectiveness:
some research results

I rarely use Twitter, and follow only half a dozen people, but last Saturday I was out of the country [on business :-) ] so I followed the news and progress of my footy team on the social media platform.

After a pre-match Twitter session I realised that I had simply scrolled through every advert. I had not consciously seen any of them.

So I fired up Twitter again and re-visited the tweets I had read a few minutes before - but this time I took a screenshot of all the ads presented to me.

OK, so I appreciate that some would say this is not scientific or academic research ... but I would argue it is as good as you're going to get at assessing the effectiveness of Twitter ads on a genuine user - me - whilst on the platform. I will, however, concede that regular users of Twitter might get better 'personalised' ads, but the advertisers have still paid for these 'targeted' ads to appear on my Twitter feed

Here are they ads - and my analysis - from that single session ...


twitter advert

Unless it was a taxi in Romania, I wouldn't be seen dead in a Dacia.



twitter advert

I rarely send parcels [two in the last 12 months] - is this a B2B ad?



twitter advert

I'm assuming this is an online game. I don't play computer games, off- or online.



twitter advert

I would rather stick pins in my eyes than watch GoggleBox.



twitter advert

I would like one of these cars. It's out of my price range - but I'll give the ad a tick as 'brand building'.



twitter advert

I'm not a brewer.



twitter advert

I'm not into nature conservancy.



twitter advert

Apart from the fact that I don't use trains, the nearest that East Midlands Trains get to where I live is around 150 miles ... so why would I be enticed to follow them on Twitter?



twitter advert

An ad for the final season of a TV show I have never watched. I don't even have SKY.



twitter advert

I do have a Toyota - but it dates back to 1986 and is a sports car. Pickup trucks are a pretty niche market.



twitter advert

I don't have a dog.



twitter advert

I've been to London once in the last 25 years.



twitter advert

I have never bought a EuroMillions lottery ticket ... is this ad going to change that habit?



twitter advert

Although I'm probably in the right demographic, I have no investments to take back control of.



twitter advert

It may come as something of a shock to readers, but I have no interest in helium-free MR. I don't even know what it is.


How to cite this page:
Charlesworth, A. (2019). Twitter advertising effectiveness: some research results. Retrieved [insert date] from AlanCharlesworth.com: https://www.alancharlesworth.com/twitter-advertising-effectiveness-some-research-results.html

This page was first published in March 2019 ... but it may have been updated or amended since then.
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