Twitter launches advertising awards

The Twitter Awards will recognize advertisers that "GoLive best."

SAN FRANCISCO: Now 10 years old, Twitter wants to recognize advertisers that "#GoLive best."

The social media platform has launched the Twitter Awards, said Joel Lunenfeld, VP of global brand strategy at the company, in a blog post on Monday.

"We’ve seen some incredible campaigns over the last decade and want to acknowledge those who continue to influence marketing on our platform," he wrote.

To qualify, all submissions must show how Twitter was used in the execution of a campaign that was tweeted between January 1 and August 28, 2016.  The winners will be announced between September 28 and October 2, and will be determined by a jury panel comprised of ad tech, social, and business experts.

Seven award categories were created "based on Twitter’s key brand differentiators," wrote Lunenfeld. Each has a unique hashtag and requirements.

#Live: recognizes campaigns that best exemplify and bring to life Twitter’s live connection.

#Culture: ­recognizes campaigns that create the greatest global awareness, engagement, and cultural impact.

#Impact: recognizes thoughtful strategy, business-driven results, and strong campaign ROI.

#Creativity: recognizes creativity unique to Twitter through engaging campaigns, compelling ad formats, and new uses.

#Response: recognizes businesses that go above and beyond in customer service, participation, and valued customer connections through Twitter.

#Promote: recognizes Twitter’s registered Ads API partners, agencies, and developers who create and innovate in designing and building advertising tools.

#Growth: recognizes small businesses that use Twitter Ads to grow their presence and drive tangible business results.

The winner of the #Promote category will receive a $250,000 cash prize. All winners will receive an exclusive award and be promoted on Twitter’s digital properties and inside corporate headquarters, said Lunenfeld in his post.

The submission site for #Promote is accepting applications. Information about entries for other categories has not yet been released and will be posted on twitterawards.com.

The formation of the awards is Twitter’s latest move to gain advertisers. Last month, a survey conducted by RBC Capitol Markets showed that advertisers were planning to spend less on Twitter ads.  Just last week, Twitter added direct messaging capabilities to tweets, but has yet to say whether the functionality will be available to advertisers. 

Twitter is the second social platform to give awards to ad suppliers. In 2012, Facebook started its own awards and recently expanded the initiative to reward ads from outside America.

This story originally appeared on Campaign US.

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