IAS: 2021 Tweet Trends and Information Stream Advertising Research Report

The latest research released by Integral Ad Science (IAS) shows that American Twitter users prefer contextually relevant in-feed ads, which can improve ad recall. IAS surveyed more than 1,000 American consumers to explore how they view ads and content in the context of Twitter's newsfeed.

Twitter is known for keeping consumers up to date on trending topics by delivering in-feed ads directly into its ever-evolving newsfeed, and the new research reveals the following trends:

• Consumers choose mobile first to meet their social media needs: IAS found that 73% of respondents prefer to use mobile when accessing social media. While 80% of consumers spend at least 2 hours accessing content, nearly 1/3 spend 5 or more hours accessing social media per day, which provides opportunities for advertising creativity in environments such as Twitter.
• Twitter in-feed ads are capturing consumers’ attention: 57% of consumers engaged with a Twitter ad in the last year, compared to 92% across all social platforms, and 46% of respondents said they were more likely to engage with an in-feed ad posted on Twitter than on the open web.
• Contextual Ads Have More Likes and Recall on Twitter: Twitter users are interested in ads that are personalized and relevant to adjacent content. 54% of consumers are willing to engage with brands that appear next to their personal content on the social site. 77% of respondents are willing to share data with Twitter to enhance the ad experience. With the increase in targeting opportunities, 59% of respondents said they are more likely to remember an ad if it is relevant to the surrounding content.

New research from IAS shows that advertising can enhance consumers’ experience and engagement within Twitter’s evolving news feed.

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