77 Percent of Twitter Users are Comfortable Sharing Data with the Microblogging Platform To Improve Ad Experience

Recently, Integral Ad Science (IAS), a digital ad verification provider, conducted a study of over 1,000 people’s social media behaviors and, particularly, Twitter users’ chances of interacting with in-feed ads and their general content preferences.

Tony Marlow, IAS CMO, said that the purpose of the aforementioned study was to assess how in-feed ads on Twitter can enhance engagement and find out what users want to see. It was discovered that a whopping 77% of the respondents said they are okay with sharing data with Twitter to improve the ad experience.

Moreover, 73% of the respondents shared that smartphones are their preferred devices for logging into their social media accounts.

Also, 8 out of 10 people said they dedicate at least two hours surfing social media on a daily basis. 3 out of 10 went as far as saying that they spend more than five hours doing the same. This encourages advertisers to invest big in social media.

As per IAS, 92% of the respondents were found engaging with an ad on a social platform over the last year. Out of those, 57% interacted with an ad they saw on Twitter. Moreover, 46% claimed they would rather interact with in-feed ads on Twitter than the ones they see on the open web.

It’s important to note that contextual relevance was an integral factor for Twitter users since 54% revealed they were fine engaging with brands that surface around the personal content on social channels. 59% claimed that an in-feed ad would be embedded in their memory if it was relevant to the content surrounding it. Moreover, the study also highlights that Twitter users are more interested in entertainment (43%) and news (42%)  content. 

Marlow also wrote about how marketers have started prioritizing the quality and efficiency of their social ad spend, and the fact that less than 1 out of 5 industry experts are okay with the transparency (pertaining to brand risk and viewability) provided by social channels.

Last but not least, Marlow noted that amid the changing landscape of social media, IAS is hands-on with assisting advertisers to adapt to these changes. The digital ad verification provider also claims to be working with Twitter to improve the in-feed brand safety.

Read next: Trading Your Privacy For Safety (infographics)
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