Twitter offering limited access to self-service ad platform
Twitter provided a “handful” of advertisers access to its self-service ad platform in November, Twitter spokesperson Matt Graves confirmed via email on Dec. 2. The company's chief revenue officer Adam Bain mentioned the roll-out during an interview at the Business Insider “Ignition 2011” conference on Nov. 30.
Advertisers with access to the self-serve platform “can now set up and run their own Promoted Products campaigns and pay via a credit card,” Graves said. He added that Twitter will offer more advertisers access to the platform “in the coming weeks and months.”
“What we've done over the last couple of weeks is begin to move credit card billing down to each one of those small businesses. So self-serve has materialized for a handful of these businesses now that are testing with us this year and we'll continue to learn and scale that out over the next bit,” Bain said during the conference.
Since Twitter launched its advertising platform 18 months ago, 2,400 advertisers have signed up to run Promoted Products campaigns, Graves said. Best Western, Dell and Gatorade leverage the Twitter ad platform, among others.
Twitter's Promoted Products include Promoted Tweets, Promoted Trends and Promoted Accounts. In July, the company extended Promoted Tweets to users' timelines; the ads previously appeared in search results only.