Yesterday was a big day for Twitter – the company premiered its first ever TV commercial during a NASCAR race, which showed off a brand-new hashtag page that could open a new and very welcome revenue stream for the micro-blogging platform.
Posts Tagged ‘Twitter Ad’
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Twitter is a “sublime, mighty community” warming the hearts and souls of Americans. Well, at least in the sweet and sappy marketing language of the 1950s it is.
Twitter’s advertising platform has been a controversial (and heavily scrutinized) source of revenue for the company, and it’s one that hasn’t yet delivered on the innovation we were promised by Twitter CEO Dick Costolo way back in 2009, leading to much egg on face.
Still, it’s a key part of the platform’s move towards profitability, and this nicely designed infographic from Mashable takes a look back at the history of advertising on Twitter, which begins with the very first tweet from founder Jack Dorsey.
Before last month, you never would have seen a Promoted Tweet advertising an alcohol brand on Twitter. But now that its demographics have shifted to an older age bracket, ad space has been opened up to alcohol – and Jack Daniels, the famous Tennessee Whiskey, is the first to buy a Twitter ad.
A new TV ad from Pepsi features appearances from a couple of major celebrities, but it’s really Twitter that is the star.
In the commercial Modern Family star Sofia Vergara, who is desperate for a Diet Pepsi on a hot, crowded beach, uses a #davidbeckham hashtag to send a message to her Twitter followers, creating a diversion that immediately wipes out a queue of (now screaming) women so she can get to the front of the soda stand.
Hit the jump to see who makes a special appearance at the end.
Twitter has refreshed its Twitter For Business pages to provide a lot more detail on how the platform can be beneficial for corporates.
Twitter also expands on its Cost-per-Engagement (CPE) system:
When you promote a Tweet, only the most relevant users see it–put simply, that’s users that follow similar accounts to yours.
Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free, and can amplify the reach and cost-effectiveness of your campaign many times over.
I’m curious how you set a payment ceiling when an advertising message can be passed on by retweets – if you’ve hit your daily budget, does the message stop appearing completely, or are the retweets still ‘out there’ and, therefore, retweetable, at no extra cost to you?
While the advertising program is still in beta and only available to a select group of advertisers, Twitter has added a form to their business pages which allow everybody to sign up to be notified when the platform goes live to all. I’ve signed up, and if you’re a business or brand looking to leverage Twitter and its 175+ million users, so should you.