Headsup: Twitter Ads Are On Their Way February 26, 2010
Posted by Michael Carney in : eMarketing , trackbackTwitter plans to launch an advertising platform in about a month, according to Seth Goldstein. The chief executive officer and co-founder of socialmedia.com led a panel on Monday this week focused on the next wave of interactive advertising at the IAB Annual Leadership Meeting 2010 in Carlsbad, Calif., that shed light on Twitter’s strategy (reported via MediaPost).
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One of the panel members, Anamitra Banerji, is Twitter’s head of product management and monetization. In response to a question about timing, Banerji seemed to indicate that Twitter could begin a launch of some sort within the next month.
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During the panel, Banerji presented a chart that demonstrated peaks and the total number of tweets during the Super Bowl. One blue line represents tweets about the game. The red line represents tweets about brands and ads during the game. A spike during the final touchdown of the game corresponds to 50% of tweets on Twitter at that moment.
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Twitter sees this sort of user behavior across the site all the time, Banerji said. “People are constantly talking and engaging with brands, sharing their feedback,” he explained before the panel transitioned into a question-and-answer session. “What if brands start to participate? What would the chart look like then?”
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There’s a movement in Twitter to include hash tags in tweets to suggest the messages represent ads. Banerji said when Twitter launches an ad platform, the company will make it “explicitly clear that a sponsor” paid for the ad, and make it “relevant and useful, so the user doesn’t think of it as an ad.”
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The challenge for Twitter will revolve around targeting. Unlike Facebook, Twitter knows very little demographically about its consumers (who are often anonymous). Any advertising would need to be both context-sensitive (a la Google) and really, really, really context-sensitive — cheery advertising beside a flame-filled FAIL tweet could do some excruciatingly painful things to your brand.
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