• by Ray Schultz , May 18, 2021

Twitter may differ from email marketing. But people want the same thing out of the ads served in both channels: Relevance. 

For instance, 54% of Twitter users are comfortable with brands whose in-feed advertising appears next to personal content on social, according to a new study by Integral Ad Science (IAS). 

In addition, 77% are comfortable sharing data with Twitter to enhance the ad experience. And 59% would remember an in-feed ad if it was contextually relevant to the surrounding content.

The study may have a certain skew, given that IAS works with Twitter on its in-feed advertising. But it still offers a window into consumer demands. 

For instance, 54% of Twitter users are comfortable with brands whose in-feed advertising appears next to personal content on social. 

In addition,  77% are comfortable sharing data with Twitter to enhance the ad experience. And 59% would remember an in-feed ad if it was contextually relevant to the surrounding content.

How do people engage with Twitter? Of the consumers polled, 73% use their phones ot access social media. And they’re busy at it: 80% of spend at least two hours scrolling per day, and a third spend five or more hours.

Here’s the sales pitch part: 57% engaged with an ad on Twitter in the last year, compared to 92% across all social platforms. And 46% prefer in-feed ads on Twitter to the open web.

Now you know. But you still have more control over email. 

IAS surveyed 1,000 U.S. consumers.