Advertising ROI: Twitter’s SuperBowl Moments

March 10, 2011 9:27 am

This analysis is more than a year old, but the conclusions might still be relevant. We have tried to compare the RoI of a ‘super hot’ tweet with that of a superbowl ad, by comparing a tweet from Charlie Sheen and the very popular GoDaddy superbowl ad from 2005. The focus is on ‘immediate returns’ since we believe that is the whole point of advertising on Twitter, and on the Superbowl as well. The results/conversions (internship applications and registering domains respectively) have been picked up from published data.

Note:

1. We have assumed that the “first one hour effect” of a ‘hot’ tweet and a SuperBowl ad to be comparable elements.
2. Both the tweet and the ad have very significant ‘after-lives’ – retweets and post-event ad viewership. we have ignored this for this analysis.
3. Applying for internship is a zero-cash outflow activity, registering a domain name is not. However, in the absence of better data, we have assumed these are comparable.
4. A Tweet is an asynchronous activity, and a TV commercial is synchronous. However, in the new world of twitter clients, we have assumed these to be comparable.

We spotted some amazing stats on the Charlie Sheen internship tweet today:

“Not only did nearly 100,000 people click on the link in the first hour, but applications to Sheen’s social media internship position have now reached over 70,000”

Here is an infographic:

Since the post spoke about Superbowl: “Success on this scale is rare to achieve outside of a multi-million dollar Super Bowl ad. But with 1,000 celebrities available to endorse brands in social media, Super Bowl moments have become much more accessible and measureable” we thought we would do some comparison.

Since the Charlie Sheen tweet is probably an outlier, we picked an outlier on the superbowl side as well: the Godaddy ad in 2005. We have averaged out the Godaddy numbers to reflect the first one hour (we dont have the actuals)

The Charlie Sheen stats are very clear:

Interests: 95,333 clicks in the first one hour
Conversions: 74,040 applications

The following Godaddy stats after the 2005 Superbowl ad are derived:

Interests: 104166 hits in the first one hour (derived from 5 million in 48 hours). This will really not be the first one hour but you get the idea.

Conversions: 130956 (derived as 523,825 / 4, to spread out the effect of the ad) Derived from: “In the 12 months since the Super Bowl ad, Go Daddy has added 523,825 active sites, a growth rate of 136 percent.”

While we have made some fairly big assumptions for this analysis and the numbers are really at a very high level, one thing is clear: Advertising on Twitter, done the right way, is the next big thing in advertising. There are many Superbowl moments that are accessible and measurable.

(as noted by Arnie Gullov-Singh, CEO, Ad.ly)

And reg the ROI – on the Twitter side we need to wait longer before we know the ‘I’ :-)

Statistics Source: MediaBistro, Adweek, Netcraft.

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1 Comment for “Advertising ROI: Twitter’s SuperBowl Moments”

  1. […] have written about Twitter Advertising ROI and other Twitter Statistics before. But every fourth tweet is from Japan – this is news to […]

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