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:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.