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  • Gerrit Eicker 09:21 on 30. July 2011 Permalink
    Tags: , , , , , , , , , Leverage, , , , Microblogging Advertising, Microblogging Marketing, , , , , , , , , , , , , , , Twitter Promoted Tweets, , Twitter Timeline, Twitter Timely Tweets, , ,   

    Twitter Timely Tweets 

    Twitter starts adding Promoted Tweets advertising to userstimelines with Timely Tweets; http://eicker.at/TwitterTimelyTweets

    • Gerrit Eicker 09:22 on 30. July 2011 Permalink | Reply

      Twitter: “[W]e’re introducing a way to ensure that the most important Tweets from the organizations you follow reach you directly, by placing them at or near the top of your timeline. These Promoted Tweets will scroll through the timeline like any other Tweet, and like regular Tweets, they will appear in your timeline just once. Promoted Tweets can also be easily dismissed from your timeline with a single click. – We’ll be rolling out and testing this new offering over the next several weeks with a select group of partners… From the start, our philosophy around advertising has been simple: We put our users first and strive to create products that enrich the Twitter experience for every Twitter user.

      RWW: “How do you leverage an attention economy in a newsfeed world? If you’re a brand on Twitter, you can now pay to give your Tweets privileged placement in the streams of your followers. … I expect it will work well. Will the company ever start serving up ads from branded accounts it believes you are likely to be interested in (and who pay for it)? Maybe. The relationship between promoted Tweets in search, in the stream and promoted accounts will be interesting to watch. … The future is here, it’s being Tweeted and now there’s pre-roll. Keep it under 140 characters and I find it hard to object. It looks like a very smart system to me.”

      VB: “For in-stream promoted tweets, only users who follow the account that sends the promoted tweet will see the ad, and the ads can be hidden from the stream on a one-by-one basis. … Putting these tweets out of chronological order is a bit of a departure from how the Twitter timeline has always worked, and it’s likely to cause some rancor among the service’s users. … ‘We’re seeing incredible engagement numbers – between 3 percent and 5 percent on average for Promoted Tweets… We’ve seen some as high as 52 percent,‘ said [Twitter spokesperson Carolyn] Penner… Twitter defines engagement as a clickthrough, but it also counts retweets, replies and favorites in its engagement numbers – meaning that part of the ROI includes one-on-one conversations with fans of the brand.”

      TNW: “This is obviously a nice improvement for advertisers on Twitter as it greatly increases the chances that a user is going to see a Promoted Tweet if it’s surfaced. If a user follows a couple hundred people, they’re likely to miss a single Tweet unless they’re checking the service constantly. This way the ad can be delivered when the user is actually on the service.

      TC: “[T]his is clearly Twitter biggest move into the money-making waters yet. Will it work? We’ll see, but it’s clearly the next logical step for the Promoted Products. After months of perfecting them in search and on the sidebar, now they’ll be put to the real test. We should see quickly if users begin to unfollow brands as a result, or if the engagement rates go through the roof. If it’s the former, it’s back to the drawing board (again) for Twitter. If it’s the latter, it could be time to think of Twitter as a serious business.

      Forrester: “The bottom line: it’s ok to use paid media in your social marketing efforts but it’s best to start by dipping your toe. The risk isn’t in cost (most of these ads are performance based), it’s in alienating your customers. Take a similar approach the social networks are taking: focus on your organic efforts and the user experience first, then try out paid media to accelerate your efforts.”

  • Gerrit Eicker 08:15 on 13. April 2010 Permalink
    Tags: , , , , , , , , , , , , , , , , , , , , , Twitter Promoted Tweets,   

    Twitter: Promoted Tweets 

    Twitter is expected to launch promoted tweets: first in search results, later in user feeds; http://j.mp/bQ7bUk

    • Gerrit Eicker 08:27 on 13. April 2010 Permalink | Reply

      AdAge: “Initially, Twitter’s version of keyword ads will appear only on searches conducted on its website; users will start seeing those Tuesday afternoon. A single ad will appear at the top of a search. That ad is itself a tweet, and users can ‘re-tweet’ the ad to pass it around, make the ad a favorite or reply to it. … Promoted tweets also have the potential to scale revenue quickly for the company, backed by $160 million in funding from a coterie of elite VC firms including Union Square Ventures, Institutional Ventures Partners, Benchmark Capital and Spark Capital. … Twitter is also not the first to try to build an ad model around Twitter search results. Search-ad pioneer Bill Gross unveiled TweetUp on Monday, which allows marketers to promote their own tweets by buying keywords. … During this roll-out, Twitter will study how resonance works and decide in the fourth quarter whether – or how – to take ads beyond search and into users’ Twitter feeds. ‘Is it great in search and horrible in the timeline? We are going to test and test and test,’ Mr. Costolo said.

      NYT: “Businesses have been eager to wade into conversations on social media, said Bernardo Huberman, senior fellow and director of the social computing lab at Hewlett-Packard’s research and development arm and co-author of a recent study that found that chatter on Twitter can forecast box-office revenue for movies. But he is not convinced that it can change people’s opinions. … At first, companies will pay per thousand people who see promoted posts. Once Twitter figures out how people interact with the posts, it will figure out alternate ways to charge advertisers. … Anyone who uses Google has grown accustomed to seeing ads alongside their search results, but Twitter users could resent seeing promoted posts in their personal content stream. – Twitter is aware of that risk. It is still figuring out how to determine which promoted posts should appear. It could be based on topics they are writing about, geographic location or shared interests of people they follow.”

      VB: “It’s an idea observers of the company have suggested for quite a long time, although it’s still unclear whether those types of queries will monetize nearly as well as conventional search. Sensitive to keeping the user experience free of annoying marketing messages, Twitter will boot sponsored tweets if they’re aren’t receiving lots of replies, clicks or retweets. If this happens, advertisers won’t have to pay for the tweets. … Search ads and in-stream advertising should come as no surprise. After Twitter bought search engine Summize in 2008, search advertising was a fairly obvious approach to monetization. That said, the company has a bit of an unusual take on it. The search ads will appear at the top of results, not on the side like with Google results and Twitter is using a system they call ‘resonance’ to pull out ineffective advertising.

      RWW: “It’s not banner ads, it’s not sales of data to direct marketers, it’s not licensing access to Direct Messages to the CIA. Twitter is at its best when it keeps things simple, when it stays out of the way and acts like a dumb, if textured, pipe. Put a contextual ad up to keep the lights on, what do I care? – It’s entirely predictable, shouldn’t hurt too much and might even work. As Liz Gannes said so well in her headline at Gigaom tonight: ‘The Twitter Ad Model Revealed (What Were You Expecting, a Pony?)’

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