Dear Visitor,

Our system has found that you are using an ad-blocking browser add-on.

We just wanted to let you know that our site content is, of course, available to you absolutely free of charge.

Our ads are the only way we have to be able to bring you the latest high-quality content, which is written by professional journalists, with the help of editors, graphic designers, and our site production and I.T. staff, as well as many other talented people who work around the clock for this site.

So, we ask you to add this site to your Ad Blocker’s "white list" or to simply disable your Ad Blocker while visiting this site.

Continue on this site freely
  HOME     MENU     SEARCH     NEWSLETTER    
CUSTOMER RELATIONSHIP MANAGEMENT NEWS. UPDATED 6 MINUTES AGO.
You are here: Home / Personal Tech / Twitter Ads Are Promoted Tweets
Twitter Calls Its New Ad Service Promoted Tweets
Twitter Calls Its New Ad Service Promoted Tweets
By Jennifer LeClaire / CRM Daily Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
APRIL
13
2010
In a much-anticipated announcement, Twitter on Tuesday began rolling out advertising. The advertising model is aimed at transforming Twitter from a social-media phenomenon to a profitable company.

The ad service is called Promoted Tweets. Promoted Tweets are ordinary tweets that advertisers want to highlight to a wider group of users. Twitter cofounder Biz Stone described it as a nontraditional, easy model that "makes tons of sense" for Twitter. Twitter COO Dick Costolo was to share more details about the fledgling service at the AdAge Digital conference Tuesday.

According to Greg Sterling, principal analyst at Sterling Market Intelligence, the path that Twitter has chosen is generally very safe and also proven. It's essentially the Google paid-search model.

"There is some controversy over the proposed 'push' component that would potentially roll out later. Under that idea, Promoted Tweets will appear 'involuntarily' in users' feeds, rather than as sponsored posts at the top of search results," Sterling said. "However, I assume the company will be very careful about relevance and avoiding the appearance of spam."

Phases of Promoted Tweets

As Sterling hinted, Promoted Tweets will roll out in phases. The first phase will launch with a handful of advertising partners, including Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks and Virgin America. Twitter users will start to see Tweets promoted by advertisers called out at the top of some Twitter.com search-results pages.

"Promoted Tweets will be clearly labeled as 'promoted' when an advertiser is paying, but in every other respect they will first exist as regular tweets and will be organically sent to the timelines of those who follow a brand," Stone said. "Promoted Tweets will also retain all the functionality of a regular tweet, including replying, retweeting and favoriting. Only one Promoted Tweet will be displayed on the search-results page."

After gauging how the Promoted Tweets are resonating with its members and the value it's offering to advertisers, Stone said the company is planning to allow Promoted Tweets to be shown by Twitter clients and other ecosystem partners and to expand beyond Twitter search, including displaying relevant Promoted Tweets in member timelines. This is where Sterling noted the service might get somewhat controversial.

Timely Advertising

But Stone stressed that all Promoted Tweets are organic tweets. In other words, all of the ads are already part of the advertiser's tweet flow. Stone also noted that Promoted Tweets will be timely, delivering information relevant to members at the moment. Overall, he continued, Promoted Tweets must meet a higher bar because they must resonate with users or Twitter will remove them.

Will Twitter's new program succeed? It's too soon to tell, but Sterling offers some insight. "Twitter has the scale to make considerable money off these programs," he said. "Because its search volumes are unreported, we don't know quite how much at this point."

Tell Us What You Think
Comment:

Name:

Like Us on FacebookFollow Us on Twitter
MORE IN PERSONAL TECH

NETWORK SECURITY SPOTLIGHT
China-based Vivo will be the first company to come out with a smartphone featuring an in-display sensor for fingerprint security, beating Apple, Samsung, and other device makers to the punch.

CRM DAILY
NEWSFACTOR NETWORK SITES
NEWSFACTOR SERVICES
© Copyright 2017 NewsFactor Network. All rights reserved. Member of Accuserve Ad Network.