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Twitter To Auction Promoted Trends This Month For 2014 FIFA World Cup

Several months after opening an outpost in Brazil, host city of the 2014 FIFA World Cup, Twitter is mobilizing to sell ad packages pegged to the uber-popular sporting event.

Ad Age has it that Twitter will be conducting a blind auction overseen by PricewaterhouseCoopers to sell promoted trends later this month, the first time Twitter has done so.

Since promoted tweets and accounts are targeted to specific segments on Twitter, but promoted trends are on a national scale, the latter have to be bought out for an entire market for a day for a flat fee.

That makes promoted trends around a global event like the World Cup – and its siblings such as the Olympics and the Super Bowl – a cash cow for Twitter Advertising.

Indeed, promoted trends earned Twitter at least $5 million in March of this year.

According to Ad Age, there are four World Cup packages – a “gold”, a “silver” and two “bronze” – and they’re all global, so whoever wins each will own the day’s promoted trends in 50 countries.

A sales deck Ad Age obtained indicates that the reserve price, basically the minimum Twitter will accept, of the four packages comprising 16 promoted trends is $8.16 million.

The auctions will take place on July 25 (gold) and July 30 (silver and bronze).

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