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Twitter Launches “Promoted Tweets”

Twitter is addressing the concern over its long-term viability as a revenue-generating business with the launch of its new ad platform called “Promoted Tweets” this week. Promoted tweets will essentially be tweets in the form of paid advertisements that will be placed at the top of the Twitter search results.

The current version of Twitter search is structured in a purely reverse-chronological order, with the newest tweets appearing at the top of the search results. Tweets by companies, therefore, can quickly be pushed further and further down the search results as time passes. Promoted Tweets will ensure that advertisers looking to get their brand message in front of a target audience won’t get buried in the stream of real-time posts. When a user searches for a keyword an advertiser purchased, a single Promoted Tweet will appear at the top of the search results, followed by organic results.   Here is an example from Twitter’s official blog [1]:

[2]

Some of the key points on Promoted Tweets as first reported by Advertising Age [3] and The New York Times [4]:

According to market research firm ComScore, Twitter attracted [5] 73.5 million unique individuals in January 2010, with an annual growth rate of 1,105%, making it a potentially attractive new advertising channel for a wide range of brands and individuals.  Best Buy, Virgin America, Starbucks and Bravo, all of which have active Twitter profiles, will be some of the first advertisers to test out this new platform.