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Twitter appoints SA agency

Ad Dynamo has been appointed by Twitter as its ad sales partner in South Africa. The intention of the appointment is so that brands and marketing agencies can work closely with a local team to make the most of their Twitter activity.

Twitter has more than 255 million active users and is used by brands worldwide to engage with existing customers and reach new audiences. South African companies are using Twitter to listen to their customers and market themselves organically, with early adopters like MTN (@MTNza) and Cell C (@cellc) using Twitter’s Ad Products.

People come to the platform to connect with what they’re interested in, whether that is a sports team, musician, or brand,” said Ali Jafari, Twitter’s vice president of direct sales for Europe, Middle East and Africa. “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.

The South African market is an especially good fit for Twitter given the high percentage of mobile usage.

Said Sean Riley, CEO of Ad Dynamo, “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.

Twitter has three main ad units:

Promoted Tweets – Promoted Tweets are regular Tweets but with the added benefit of reaching both current and potential followers who are likely to be interested in your account.

Promoted Accounts – Quickly build an active community of advocates and influencers that you can engage with on an ongoing basis.

Promoted Trends – Trends are popular topics happening right now, on Twitter. Because these Trends are placed prominently next to a user’s timeline, they get mass exposure.

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.

* Follow Gadget on Twitter on @GadgetZA

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