Twitter to roll out Promoted Tweets to all users' timelines in Q4

Share this article:

Twitter will expand its Promoted Tweets advertising service to all users' timelines in the fourth quarter of this year, the company's director of platform said last week.

Twitter launched Promoted Tweets last April and tested the service in consumers' timelines last November by rolling it out to a limited number of HootSuite users.

“Promoted Tweets, to date, have been a very small portion of what we do, but it's only because it's been in search,” said Ryan Sarver, director of platform at Twitter, during a session at the Adobe Omniture Summit 2011.

He added that Twitter thinks Promoted Tweets will be the company's equivalent of Google's AdWords, which places paid ads alongside organic search results.

Twitter will perform “a bunch of targeting to find out who you are as a user” to determine “the right Promoted Tweets to get in front of that user,” said Sarver.

He added that Twitter measures a Promoted Tweet's “resonance that finds out how users engage that content. [The tweet] has to maintain a certain level of resonance, otherwise the promotion, or the ad, gets dropped.” He did not state explicitly what data Twitter will consider in scoring “resonance,” but he emphasized that the number of retweets is a measure of engagement.

Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Good Descriptions Rate More Than Good Reviews

Good Descriptions Rate More Than Good Reviews

Price still rules as an online purchase influencer, says a new survey, but basic brand assets should not be ignored in online product presentations.

For CMOs, A Tale of Two Situations

For CMOs, A Tale of Two Situations

A survey of 525 chief marketers finds them voyaging between digital discovery and digital deliverance, riding out turbulent trends to positions of newfound respect.

Is Native Advertising an Evolution or a Mutation?

Is Native Advertising an Evolution or a Mutation?

Was there truth to John Oliver's rant or was the comedic host unfair in his admonishments?