It’s official: Twitter and Instagram are part of MediaRadar’s advertising intelligence tools. 

Now, sales teams using MediaRadar can access Twitter and Instagram ad spending—in addition to Facebook, Snapchat and other ad ecosystems—to improve prospecting, create more compelling pitches, connect with the right media buyers and more. 

“The advertising landscape is constantly changing, and social media has become an important part of ad buys,” MediaRadar co-founder and CEO, Todd Krizelman, said. “By adding Twitter and Instagram to our social tracking, we’re providing a more accurate omnichannel view of any brands’ media mix.”

Omnichannel: From Buzzword to Backbone

When the word “omnichannel” first arrived around 2012, industry pros used it as a buzzword to describe the surge in all things digital.

In just a few years, the average person went from digital minimalism—just 35% of respondents in a 2011 survey owned a smartphone—to digital overload. 

According to a 2014 article from Vox, more than 90% of U.S. households had “digital devices pinging the Internet.”

As this connected lifestyle took hold, marketers and media buyers fought to wrap their heads around the idea of doing their jobs in this increasingly fragmented world. 

To say it’s been a struggle would be an understatement—and it’s only getting harder. 

Today, the average household has access to 25 connected devices. 

For sellers, understanding this connected world is key, but it’s even more important to understand it in the context of their prospects and customers. 

Omnichannel is no longer a buzzword. 

It’s the backbone of nearly every digital ad strategy.

Building a 360-degree view for social media spending

If a seller—however experienced they may be—can’t walk into the room (or log into Zoom) and deliver an all-encompassing pitch that considers every digital touchpoint, they won’t close deals. 

To turn potential deals into dollars, sellers need a 360-degree view of spending across all channel, including spend distribution, spend by product line and creative executive. 

Social networks are a huge part of this.

“Understanding which channels their prospect values the most helps media sales teams create a compelling pitch,” Krizelman said.

Social media ad spending is projected to reach $56b this year, representing an increase of more than 270% in less than a decade.

Instagram and Twitter are cogs in this growth engine, which is why we’re so excited to add them to our suite of products.

By 2023, Instagram’s expected to generate about $40b in ad revenue. 

While Twitter has historically struggled to keep pace in terms of users and ad revenue, Elon Musk’s acquisition (if it goes through) could provide a much-needed boost and get some advertisers excited. 

Regardless of their current state, these platforms are integral to most strategies, meaning that sellers need visibility into how companies are spending in these ecosystems. 

With Twitter and Instagram insights now part of the MediaRadar toolkit, they can do that and get the holistic view of spending required to close deals.

MediaRadar insights in action: Microsoft

Here’s an example of what that could look like for a seller looking at Microsoft (as it relates to Twitter and Instagram):

Based on this data, Microsoft spent very little on Twitter and Instagram in Q1.

The seller can look at this from a couple of angles: 

• Use it as an opportunity to pitch Microsoft on a social strategy, i.e. “you’re not advertising on these channels, but should be.” 
• Use it as an opportunity to pitch a Microsoft competitor on a social strategy as a way to fill a gap, i.e., “Microsoft isn’t advertising on these channels, which is why you should be.”   

How a seller uses this information will vary, but idea remains the same: This data added value to the pitch by offering relevant insights that apply to them and market.

Selling is Hard; MediaRadar Makes it Easy

Just 3% of buyers trust sellers.

Forty percent of salespeople say prospecting is the most challenging part of the process.

Sixty percent of customers say “no” 4 times before saying “yes.”

While there’s no secret sauce to eliminate these challenges, data does help navigate them.

Approaching buyers with relevant and timely insights can build trust. 

A holistic analysis can help sellers rank leads and improving prospecting. 

Highlighting gaps in a strategy can create urgency and accelerate deals.

The list goes on. 

MediaRadar brings these insights front and center. 

With Twitter and Instagram now a part of our ad intelligence tools—the same ones that already include comprehensive data on digital, print, events, and TV advertising—sellers and others using MediaRadar can get a true omnichannel view of the advertising world.

For more insights sign up for MediaRadar’s blog here.