Buzz & Viral Marketing Agency - Vanksen|Culture-buzz
 
English
 
Deutsch
 
Franæ ©s
 
Español
 
中国

BUZZ NEWS

 
 

Today, Twitter Reveals Ad Model

 

Posted on April 13, 2010
Angela Natividad

 

AdAge was supposed to break this news today, but The New York Times has managed to leak it first: today Twitter unveils its ad strategy.

Yesterday at the MIPTV conference, the company’s head of media partnerships, Chloe Sladden, cited the "natural relationship happening" between users and brands on Twitter. "Clearly there’s an opp to elevate it, refine it," she added, assuring the audience that the ad model to come would preserve user experience.

The advertising program itself will be called Promoted Tweets, much reminiscent of sponsored search. When users run a search for certain keywords that advertisers have purchased, the latter’s ads will appear prominently in the stream of tweets. Like the unpaid variant, they will be relevance based but appear closer to the top, even if they were written much earlier than organic tweets.

“The idea behind Promoted Tweets is that we want to enhance the communications that companies are already having with customers on Twitter,” explained COO Dick Costolo of Twitter.

Best Buy, Virgin America, Bravo and Starbucks have already signed on.

“When people are searching on Starbucks, what we really want to show them is that something is happening at Starbucks right now, and Promoted Tweets will give us a chance to do that,” VP brand, content and online Chris Bruzzo of Starbucks.

Twitter also emphasized that the ads will also be a way to promote positive buzz when a brand is being attacked by users. A studio whose film is suffering from negative response could use ads to promote a positive review.

Tread lightly, Twitter. Not to rain on the swanky blue bird parade, but this year hipster review site Yelp was sued for running an "extortion scheme." Businesses can have their negative reviews removed or pushed to the bottom of listings where fewer viewers are likely to see them — if they subscribe to a monthly ad subscription. The company recently changed its ad policy as a result of the suit.

The other part of Twitter’s promised ad program is resonance measurement, whereby nine factors will be weighted to determine the "resonance score" of a sponsored tweet.

Such factors include number of people who saw it, number of people replied or retweeted it, and number of people who clicked on any links incorporated in the ad.

If the tweet does not achieve a certain resonance score, it is withdrawn from promoted posts. Companies don’t have to pay for it, and users won’t see ads that aren’t useful to them, Costolo pointed out.

Thirdly, Twitter plans to phase in promoted posts in users’ streams, which will appear even if you didn’t run a search and don’t follow the advetiser in question. A person writing about cranberry bliss bars, for example, might at some point see a promotion from Starbucks.

Acknowledging it risks pissing users off with this winner of a move, Twitter admitted it’s still trying to figure out how best to position the promoted posts: by topic? Location? Shared interest?

“One of the reasons we’re not rolling that out right now is because we only want to show tweets that help the user experience," Costolo emphasized.

“The ability of companies to engage with customers around this interest graph is more compelling than trying to wedge yourself into these social interactions."

As an aside to all this, yesterday Sladden revealed the launch of Twitter Media, where media and news organizations can check out case studies and guidelines for incorporating Twitter into branding and engagement efforts. Case studies discussed at MIPTV yesterday included MTV, Current TV and Oxygen. You can also follow @twittermedia for updates in your livestream.


Add This



 

Comments

1. Wednesday 14 April 2010 attime 16:20, by Coches nuevos :: Coches.com at Twitter

Well, let’s see if this will decrease the popularity of twitter

2. Monday 19 April 2010 attime 09:43, by KPO :: http://www.kpo.com

As a Twitter user, I think the networking site’s new ad model is quite effective. The Promoted tweets actually catches my eye. It will be a wonder though how long it will last or if Twitter will be thinking of replacing the ad model in the long run.

Add a comment

Pre-moderation
 

This forum is moderated beforehand: your contribution will only appear after being validated by a site administrator.


Any message or comment?
 


Text of your message:
Who are you? (optional)
 



Hypertext link (optional)
 

(If your message refers to an article published on the web or to a page providing further information, please enter the title of the page and its URL below).


Subject:


URL:


 

Verification code :
 
 

Please enter the verification code :

 Code 

 
 


Other articles from this section

 

Today’s Viral Lesson: Merengue Dancing Dog

You can never be 100% sure what type of content’s gonna go viral tomorrow, but here’s one way to increase the likelihood your video will: hitch a ride on a wave before it’s fully formed. The collective "mood" of the internet isn’t always spontaneous; there are (...)

 
 

Honoré des Prés Bottles Bio, SBUX-Style

Here’s packaging that makes you think, even if just to wonder "Why...?" French perfumier Honoré des Prés is punting a line of organic perfumes dubbed We Love New York*, packaged in American-style takeaway cups. The fragrances come in three off-beat varieties: (...)

 
 

Foursquare ’Checks In’ on Sizey NY Billboard

Once a little investors cash rolls in, even the most innovative startup seems to give in to the siren’s call of billboard ads. That said, we give you Foursquare’s crowning glory, perched triumphant at the corner of Fashion Ave. and Broadway, NYC. What is (...)

 
 

The Wilderness Downtown: HTML5 Tribute

Here’s another chance to tell the choir that collaboration in the malleable media age is important - nay, crucial. It broadens creative horizons, changes the shape of traditional boxes, betrays glimpses into the future, and opens doors you didn’t know you could (...)

 
 

FrenchWeb: Now Available in English!

From Minitel to DisMoiOù (the geolocation reviews app that predates Foursquare), it’s easy to infer that the French have an eye for where technology’s going - coupled with a discretion that keeps the invention in the dark until an anglo variant is produced. Now (...)

 
 


More articles...



 
Nos Flux
 

 
 
 
Blog Navigation
 
Our interviews
 



Talent Wanted
 
Web Project Manager/Producer SUPER COMMUNITY & PROJECT MANAGER (...)
Toutes les annonces » 
 
 
Contact

New York

+1 212 537 5059

Paris

+33 1 55 33 89 00

Worldwide contacts » 
 
ss_blog_claim=1e3ad9f0ed67b38d5dba28eea5674235 Videos we like
 






Become a fan