Wednesday, April 14, 2010

Ads come to Twitter: Promoted Tweets - Will anyone notice? Will anyone care?

Search for “coffee” on Twitter and the first tweet you see may be this “Promoted Tweet” from Starbucks. It’s a paid ad that pretty much looks like a regular tweet. But, you’ll see two major differences.

First, it appears at the top of only some searches (My “coffee” search produced the Starbucks ad the first time, but I haven’t been able to replicate it after more than ten tries). Second, on the bottom left corner, it says “Promoted by Starbucks Coffee.” And, according to Twitter’s blog, the Promoted Tweet must elicit interaction—or it will go away:

“Promoted Tweets must meet a higher bar—they must resonate with users. That means if users don't interact with a Promoted Tweet to allow us to know that the Promoted Tweet is resonating with them, such as replying to it, favoriting it, or Retweeting it, the Promoted Tweet will disappear.

Twitter announced its new ad program Tuesday. Starbucks is one of several early adopters of this platform. Best Buy, Bravo, Red Bull, Sony Pictures, and Virgin America are other Twitter advertising “partners” (note the language—not called clients).

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