Addressable allows you to run campaigns across multiple channels such as social and programmatic display networks. All campaigns are created & managed under a single screen - Campaign management page.
Regardless of where you will be running your campaign, Addressable has streamlined the campaign creation process into three main steps; network selection, campaign setup and content upload. There are, however, slight variations for each channel:
All campaigns are created and managed on a single screen. You can search and filter your campaigns by type, status, objective, and all other relevant campaign attributes. Custom columns can be added by clicking the Columns dropdown. Your last column layout is always saved for future sessions.
Click on a campaign to drill down to its performance report. Learn more about Campaign Performance.
Click on the additional actions iconto quickly take the following actions directly from your campaign management table:
Open this campaign on Twitter (X) in new tab.
Pause campaign - this will stop the corresponding network from serving your campaign.
Start campaign - this will re-initiate a paused campaign.
Duplicate - allows you to copy the configuration of an existing campaign onto a new one. This however does not duplicate the campaign's optimization history.
Delete - you can completely delete a draft campaign or campaigns that have been served by the Ads network. Deleting a campaign on the Addressable platform will deleted it from the integrated Ads network's dashboards as well.
Addressable campaigns are not editable after launch. Once we initiate the campaign on the corresponding network, any configuration changes require a new campaign creation.
The following is a list of the campaign table attributes and their description:
| Column | Description | Notes |
|---|---|---|
Name
A descriptive title for your campaign
'AddressableAI' is added as a prefix to the Twitter (X) campaign name (e.g. AddressableAI_USA_Gamers)
Network
Twitter (X), Reddit, Display
Status
Pending - processing the configuration on the corresponding network. Pending Approval (Twitter (X)) - Awaiting network's content approval Draft - The campaign is configured but has not been 'launched' yet Expired - The campaign has reached its 'End Date' Exhausted - The campaign has depleted its budget Halted (Twitter (X)) - The campaign has been stopped by the network Deleted - The campaign has been removed Scheduled - The campaign is set to launch at a future date
Audience
The campaign's target group
You can only set one audience per campaign
Creation time
Date and time of the campaign creation on the Addressable platform
Start time
Date and time of the campaign launch on the ads network
End time
Date and time of the campaign end (Exhausted or Halted)
Performance metrics
Impressions, Clicks, CTR, Budget etc. as reported from the ads network
To be approved on Twitter (X) Ads and Programmatic Display, ads must follow specific creative guidelines to ensure quality and compliance.
These guidelines include technical creative specifications such as high-resolution images or videos that are clear, without excessive text or pixelation. Text should be concise and relevant to the audience, with any legal disclosures clearly visible.
Additionally, landing pages must align with ad content and load quickly for a seamless user experience.
By adhering to these standards, advertisers enhance the likelihood of approval and maximize audience engagement.
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A simple text ad, with all the elements of a standard Tweet, including likes, replies, favorites and Retweets. Tweet copy: 280 characters. Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter copy.
Showcase your brand, product, or service with a single photo. Easy to create and can support multiple objectives. They can be Retweeted, replied to, and liked, and they’re marked as “Promoted”.
Tweet copy: 280 characters. Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter copy. File types: PNG and JPEG are recommended. BMP or TIFF files are not supported. GIFs uploaded will render as a static image. File size: Max 5MB
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 1.91:1 or 1:1
App title: Truncated at 200 characters. Included from app store; not customizable.
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio.
Aspect ratio: 1.91:1
Conversation Card (original Tweet in timeline)
Tweet copy: 280 characters (same as above)
Hashtag: 21 characters, including the hashtag character
Pre-populated user Tweet (once user clicks on the CTA)
Tweet copy: 256 characters
Headline: 23 characters
Thank You Tweet (after user has Tweeted out the Tweet)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 1.91:1 or 1:1. However, 1:1 will crop to 1.91:1 in mobile timeline.
GIFs are not supported at this time.
Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the image.
Poll options: 2-4 custom poll options Once you’ve written your copy and added an image, you can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).
Image size: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 1.91:1 or 1:1
Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
URL: must begin with http:// or https://
Image size: 1200 x 1200 pixels is recommended for 1:1 aspect ratio. 1200 x 628 pixels is recommended for 1.91:1 aspect ratio. Larger images will be better optimized for when users click to expand images.
Aspect ratio: 1.91:1 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1.
Capture attention and tell a strong story with a visually engaging video ad. Video Ads allow you to showcase your brand, product or service and bring them to life through video.
Tweet copy: 280 characters.
Note: each link used reduces character count by 23 characters, leaving 257 characters for Twitter copy)
File types: MP4 or MOV
File size: 1 GB max. For optimal performance we strongly recommend to keep files under 30 MB. Video length: 15 seconds or less is recommended. Up to 2:20 is supported. (Select advertisers are eligible to request an increase up to 10 minutes; however, we advise videos to be 9:55 to account for a range of video files). Branding: Highly recommended throughout; if using a logo, it should be persistent in the upper left hand corner. Prominent product placement is highly recommended for driving product consideration. Captions: Closed captioning or text overlays are strongly recommended. Video bitrate: 6,000 - 10,000k (recommended 6,000k) for 1080p. 5,000k - 8,000k (recommended 5,000k) for 720p. Frame rate: 29.97FPS or 30FPS. Higher is acceptable (support up to 60FPS). If the available video has a lower frame rate don’t try to “upsample” it. Audio codec: AAC LC (low complexity) Video codec recommendation: H264, Baseline, Main, or High Profile with a 4:2:0 color space. Thumbnail: - Supported files: PNG or JPEG - Aspect ratio: recommend matching sizing of the video - Max size: 5MB Looping: Videos will loop if the video length is under 60 seconds.
Video size: 1200 x 1200 pixels is recommended for 1:1 aspect ratio. 1920 x 1080 pixels is recommended for 16:9 aspect ratio. Larger videos will be better optimized for when users click to expand videos. Aspect ratio: 16:9 or 1:1. Please note that the legacy composer supports any aspect ratio between 2:1 and 1:1.
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 16:9 or 1:1
Website title length: 70 characters. Please note — depending on device and app settings this description may truncate. Up to two lines of text are rendered on the card title; any text beyond that is truncated with an ellipsis. Although not guaranteed, limiting the description to 50 characters should ensure that truncation won’t occur across most devices.
URL: must begin with http:// or https://
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 16:9 or 1:1
App title: Truncated at 200 characters. Included from app store; not customizable.
Call to Action: Install, Open, Play, Shop, Book, Connect, and Order
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio.
Aspect ratio: 16:9
Conversation Card (original Tweet in timeline)
Tweet copy: 280 characters (same as above)
Hashtag: 21 characters, including the hashtag character
Pre-populated user Tweet (once user clicks on the CTA)
Tweet copy: 256 characters
Headline: 23 characters
Thank You Tweet (after user has Tweeted out the Tweet)
Thank you text: 23 characters
Thank you URL (optional): 23 characters
Video size: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio: 16:9 or 1:1. However, 1:1 will crop to 16:9 in mobile timeline. GIFs are not supported at this time.
Tweet copy: Polls can include up to 280 characters of Tweet copy that appear above the video.
Poll options: 2-4 custom poll options Once you’ve written your copy and added your video, you can add two to four custom poll responses to create your poll.
Poll copy: 25 characters each Each poll option can include up to a maximum of 25 characters of text (which do not count against the 280 you can include in Tweet copy).
Poll duration: Select a time between a minimum of 5 minutes and a maximum of 7 days.
Carousels give marketers up to 6 horizontally swipeable images or videos to showcase multiple products or promotions, advance a narrative across several visuals, and highlight the most exciting features of a product.
Number of slides: 2-6 (Images or Videos)
Media size
Image Carousels: 800 x 418 pixels is recommended for 1.91:1 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Video Carousels: 800 x 450 pixels is recommended for 16:9 aspect ratio. 800 x 800 pixels is recommended for 1:1 aspect ratio.
Aspect ratio
Image Carousels: 1.91:1 or 1:1 image assets using a single aspect ratio within one carousel.
Video Carousels: 16:9 or 1:1 video assets using a single aspect ratio within one carousel.
For Carousels using mixed media, aspect ratios should remain consistent (1:1 image asset with 1:1 video asset).
Link: One web or app destination for single-destination Carousels. Up to six unique web destinations for multi-destination Carousels.
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We are able to run a variety of Display, Video and wider channel formats upon request. We generally advise the below steps for best practice:
Localized language creative where possible
Including a clear call to action
Do not overload the creatives with information - this needs to be restricted to keep the messaging clear
Keep the amount of creative variant to a minimum. Several variants can help creative testing, going overboard might dilute delivery and hurt the significance of learnings/insights
For multi product campaigns consider the use of a DCO provider - allowing for a scalable product feed and dynamic creative features
Creative sizes: 300x250, 320x50, 728x90, 160x600, 300x600, 970x250, 320x480
File types: .jpeg (jpg), .png, .gif or 3rd party adserved creatives File size: Initial load - 5kb. Max - 200kb Animation: Max 30 sec Other: Tablet creatives to be MRAID v1 and v2 supported
We accept raw and adserved creatives from select adservers (AdForm, DCM, Sizmek, Flashtalking). All HTML5 creatives need to be adserved.
File types: .mp4, .mpg, .mov, .webm, .ogv, .mpeg, .m4v, .mkv
Max size: 100mb
Sampling rate: 40,000 Hz (Standard) or 96,000 Hz (Professional)
Bitrate: (Low 240P) 300-2000 kbps (1080P Full HD)
Resolution: 1080P (Full HD) recommended
Video Codec: When using teh MP4 video format - H.264 recommended
Aspect Ratio: 16:9 recommended, 4:3
Recommended size: 1920x1080px, 640x480px
Minimum size: 640x360px, 480x360px
The technical ads specifications are downloadable as PDF here:
The Campaign Performance Dashboard offers a detailed overview of each Addressable campaign. This dashboard is designed to simplify your campaign analysis process, providing a clear, aggregated view of all crucial performance metrics. The Dashboard is composed of different analytic representations to cover high level, in depth and over-time views of your campaign results:
Over-time Performance Graph - A visualization of your significant conversion metrics and KPIs over time, providing you with trend analysis in a comparative view.
Segment Breakdown Table - A deep dive into the performance of each targeting parameter (geolocation, gender, creative, etc.) across your conversion metrics, identifying high performing segments to keep and low performing ones to exclude.
Funnel Analysis - A visualized sequence of events detailing the user's experience on the path to conversion, and revealing "leaks" causing user loss before they reach the conversion destination.
In addition to the campaign’s performance, the dashboard also provides a bird's-eye view of the campaign configuration (targeted audience, budget, geolocation, etc.) and a log of Addressable+ optimization activities available under the Campaign Summary tab.
The Performance Over Time graph provides a visualization of your KPIs in a comparative view and it is a great tool for trend comparison in order to:
Track the percentage of change for any metric from the previous date range. By default the dashboard is set to a last 7 days view, and so the percentage of change is in comparison to the week before last. If you were to change the date range, the percentages will recalculate in accordance with the selected date range.
Compare the trend of multiple metrics. While each metric may be on a different scale (impressions in the thousands, conversions in the hundreds etc.), the trend comparison helps reveal patterns of change. For example, what happens when you increase the daily budget, or when you remove an underperforming creative.
You may select up to 5 different metrics for trend comparison. The list of available metrics depends on the data integrations you have set up with with Addressable and the corresponding Ad networks. Learn more about our data sources and integrations.
The segment breakdown allows you to deep dive into how your targeting parameters are performing across KPIs. For instance, a segment (e.g a particular country) leading in CTR might be lagging in Engagement. This is especially useful in pinpointing segments that can be removed, and those we may want to keep and double-down on.
Funnel analysis is used to visualize, measure, and understand key user behavior throughout the customer journey. Funnel analysis visually alerts you when something isn’t right, so you can make the necessary adjustments to keep your users on their path to conversion.
Although every business has unique goals, funnel analysis is usually implemented to:
Improve conversion. Funnel analysis enables you to find out what’s preventing users from reaching your goal. Each stage of the funnel poses opportunities for a smoother, more personalized journey to the end of the funnel. If there is a significant drop in users between specific funnel stages, you’ll know where to focus your efforts and further analysis.
Align marketing and product goals. Marketing teams typically aim to convert new users and re-engage old ones, while product teams focus on user retention. The campaign funnel analysis allows to both share insights on the full user journey, and to create a cohesive user experience starting from the Ad and continuing to the product. If users respond well to a part of the marketing funnel, they’re more likely to stay on-board when the product funnel offers a similar value.
You can configure your funnel analysis stages by adding and arranging up to 7 metrics. The list of available metrics depends on the data integrations you have set up with Addressable and the corresponding Ad networks. Learn more about our data sources and integrations.
The campaign summary tab provides a high-level view of the campaign set up and optimization activities divided into:
Addressable+ activity log - Here you can track the cadence and actions of our automatic optimization engine.
Configuration details - Here you can quickly review the campaign settings (budget, audience, geolocations, schedule, etc.)
Keep in mind that Addressable campaigns are not editable once launched. Once we initiate a campaign, any configuration changes would require creating a new campaign, or in some cases a direct edit on the corresponding network (you may reach out to your Customer Success Manager for further details and best practices).
The Twitter (X) campaign creation process is divided between Addressable and Twitter (X); On Addressable, you configure the campaign and save it as a 'Draft'. You are then redirected to your Twitter (X) Ads account, where you select/build the creative ad content within the draft campaign, and launch.
Running Addressable campaigns on Twitter (X) requires an authorized X-Ads account and completing the X integration.
Select your target group. Pick one of your pre-defined audience groups.
Select your campaign objective. Addressable campaigns are objective based, meaning they are optimized towards a particular goal. You can set a general goal such as maximizing your Ads reach or getting people to engage with your post. You can also select a particular event, such as website signup or app install, as your campaign goal and optimization metric. The list of available metrics for optimization depends on the data integrations you have set up with Addressable and the corresponding Ads networks. Learn more about our data sources and integrations.
Select your funding source & define the campaign budget. You can set multiple payment means on Twitter (X) and/or with Addressable, and specify a payment method at the campaign level. You can also limit the daily and total spend of your campaign.
The Addressable+ optimization engine requires a minimum of $150 daily budget in order for the campaign to generate enough data for optimal operation.
Schedule the campaign timeframe.
Select geolocations. Note, crypto ads are subject to country/state policy and will not run in locations for which you are not pre-approved by Twitter (X).
Name your campaign. Addressable will automatically add the prefix 'AddressableAI' to the campaign name. You will see this prefix on your Twitter (X) Ads account so you can easily identify Addressable managed campaigns among your other campaigns.
Save as draft. Initially, your campaign will receive a 'Pending' status while it is being generated on Twitter (X). This takes a few moments, after which the status changes to 'Draft'.
Create your Ad. The campaign is pre-configured for best practice settings by Addressable. All that is left to do is to follow the X wizard steps to attach creatives to the 'Draft' campaign.
Launch campaign. Once your campaign is launched, you can return to Addressable to track your campaign's performance.
Switch to X-Ads to finalize your campaign. Once the campaign status turns to 'Draft', head over to the campaign on your Twitter (X)-Ads account. Click on additional actions ( ) and click on 'Go To Twitter' ( ) . This will open your campaign on X-Ads in configuration mode.
The Programmatic Display campaign creation process is streamlined on the Addressable platform, and includes 2 simple steps:
Configuring the campaign parameters and targeting features (audience, objective, budget, schedule, location)
Uploading creatives to the Media Library, and attaching them to the campaign.
Once launched, your creatives are distributed across our global DSP partners' inventory and the campaign is dynamically optimized by the Addressable+ engine.
Running Programmatic Display campaigns requires an Addressable credit line with dedicated funds. Contact your customer success manger to set one up.
Select your target group. Pick one of your pre-defined audience groups.
Select your campaign objective. Addressable campaigns are objective based, meaning they are optimized towards a particular goal. When you set 'Website Traffic and Actions' as your objective, you can select a particular event as your campaign's goal and optimization metric.
Set your budget. Cap the max spend for the campaign. Make sure you have enough funds in your Programmatic Display credit line.
Schedule the campaign duration.
Select geolocations.
Name your Ad.
Select the media type you would like to upload (only Banner Ads are supported at this time).
Upload the campaign's media (Creatives). You can upload multiple creatives, types & sizes to cover all platforms and real-estates.
Provide the banner's destination URL.
Launch campaign. Once your campaign goes live, you can to track the campaign's performance.