Dive Brief:
- A Deutsche-Bank survey asked respondents about their Twitter observations and found that 40% said they hadn't noticed any ads on the platform.
- Of those who did notice, 50% said the ads felt random and 34% said the ads were irrelevant to them.
- Although 40% said they hadn't noticed ads, 80% of respondents said they had noticed Promoted Tweets.
Dive Insight:
What seems to be happening is a bit of confusion on what constitutes ads on Twitter. Clearly, users are seeing Promoted Tweets — a Twitter ad product — but aren't identifying those as ads. The authors of the survey feel that's good news for Twitter because the ads aren't disrupting users' experiences. The bad news is that when users do recognize the ads, they don't feel like they are relevant to them. Twitter and brands need to do a better job of targeting if that is the case.
