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Advertisers Increasingly Using Promoted Trends for Cross Promotions

It looks like advertisers are finally hitting their stride on Twitter. In March, about 20 advertisers purchased a Promoted Trend, and many of them used it not only to hawk their wares, but also to cross-promote other brands in a manifestation of a new type of equitable social advertising.

Clickz examined how brands were using Promoted Products through the month of March, breaking down what types of industries purchased Promoted Trends and how they used them.

Taking a look at the pie chart below, you can see (unsurprisingly) that tech is the most visible industry purchasing Promoted Trends, with 39% of the activity throughout March. Following tech is entertainment with 26%, and then beverages and charity making up about a quarter of purchases together.

Clickz notes that a big portion of the tech category was Verizon Wireless USA’s campaign to drive traffic to its March Madness branded Twitter site on ESPN.com. Google also promoted its Hotspot local product, and Microsoft advertised IE 6.

But aside from using Promoted Trends purely as a way to promote their own products, many advertisers cross-promote other entities. The Verizon ads also promoted ESPN.com, and Dr. Pepper/Seven Up promoted a new beverage by linking to a CollegeHumor video. Apple iTunes also purchased a Promoted Trend which linked to “Songs for Japan”, a compilation of songs by artists like Lady Gaga, with proceeds going to the American Red Cross.

It’s interesting to see such collaboration among different brands on Twitter’s Promoted Trends. Rather than using them as a broadcasting tool for their brand only, it looks like advertisers are willing to partner with other timely and relevant brands like CollegeHumor and the Red Cross in order to attract more clicks from Twitter users who might prefer the “secondary” brand.

Image courtesy of Clickz

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