Twitter’s Washington Ad Sales Lead: “We Probably Have 15 Or 20 Advertisers Focused Solely On The Convention”
Twitter is making a big splash in the political arena, from predicting election results to hosting Twitter town halls. And now the company has joined the ranks of newspapers, TV and radio as a prime source for political ads.
AdWeek spoke with Peter Greenberger, Twitter’s Washington ad sales lead, about the network’s appeal to politicians who want to raise their digital profiles.
Greenberger pointed out the recent speech that Ann Romney, wife of Mitt Romney, gave at the convention on Tuesday night. Part of the reason there was so much chatter about her that day was due to promoted tweets that the GOP purchased while live-tweeting her talking points.
He also spoke to the fact that this GOP convention was the “first real Twitter convention”, with hashtags splashed across state delegate polls and about a dozen Twitter staff – focusing on media and partnerships, sales and policy staffers – interfacing with politicians and other clients.
And all of this is about to explode: Greenberger says that over the past few months interest in political ads on Twitter has grown exponentially, with 15 to 20 advertisers focused on the convention alone.
Twitter only started selling political ads in late September 2011. Greenberger was the first to be brought on to their political sales team.
Promoted tweets sent by a political campaign – as opposed to commercial promoted tweets – receive a purple marker next to them and a disclaimer that explains exactly who paid for the tweet, similar to the disclaimer at the end of political ads on TV.
(Vote button image via Shutterstock)
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