Ad Dynamo has been appointed by Twitter as its exclusive ad sales partner in South Africa and is set to work with brands and marketing agencies as Twitter’s point of contact.
With over 255 million active users and several brands worldwide Twitter helps both individuals and firms engage with existing customers or friends and reach new audiences. Several South African firms already use Twitter to listen to their customers and market themselves organically, the deal will therefore help them get more out of this interaction.
“Companies have been on Twitter since day one. People come to the platform to connect with what they’re interested in, whether that is a sports team, musician, or brand. By targeting Twitter conversations and engagements based on these interests, brands have the opportunity to grow their communities, tell their story, increase loyalty and ultimately increase referrals and sales”, said Ali Jafari, Twitter’s vice president of direct sales for EMEA. “The South African market is an especially good fit for Twitter given the high percentage of mobile usage and we are excited to be partnering with Ad Dynamo to bring Twitter ads to local advertisers.”
Three out of every five people on Twitter follow at least one brand. And 76% of people on Twitter are also active on mobile, giving advertisers the perfect opportunity to catch people on the go, in a moment when their content is most relevant. In fact, one in three people who have visited a brand on Twitter go on to make a purchase from that brand.
“Every brand has a story,” said Sean Riley, CEO of Ad Dynamo. “And Twitter can help share yours. Brands that are finding it challenging to cut through the clutter and connect with their customers are using Twitter to create meaningful, targeted and measurable interactions with the right people at the right moment in time. We’re seeing brands putting a toe in the water, first with organic activity and then with their first paid campaigns, and then immediately coming back for more when they see the results.”
The appointment of Ad Dynamo as Twitter’s direct sales partner gives brands access to the same pricing, products and services, and support, as if they were dealing directly with Twitter. The agency will also represent Twitter in other African markets including, Nigeria, Kenya, Ghana, Tanzania, Zambia and Uganda.
The firms will use Promoted Tweets to reach both current and potential followers who are likely to be interested in your account, Promoted Accounts to build an active community of advocates and influencers and Promoted Trends to track popular topics happening right now. Twitter also provides analytics for brands and agencies using its Ad Products to track Twitter Ads activity, learn more about customer behaviour and adjust campaigns to drive better results.
Launched in South Africa in 2009, with branches Nigeria, Kenya, Ghana, Tanzania, Uganda and Zambia Ad Dynamo is an African-focused digital marketing platform, connecting brands to its over 52,000 publishers across Africa.