Twitter Boosts Marketer Reach With Plan to Blast Promoted Ads

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Ad Age, 9/27/10

Positive Signs So Far, With Higher-Than-Average Interaction Rate

Even after six months, campaigns with nearly 40 different marketers and repeat customers such as Ford, Virgin America and Verizon, Twitter still views its ads as experimental.

But that’s about to change. Twitter plans in November to take its ads beyond Twitter.com and extend them to the rest of the user base through apps such as TweetDeck and Hootsuite.

For all the campaigns so far, from Coca-Cola to AT&T and all the major film studios, the interaction rate with a promoted tweet — defined as a retweet, a new follower or a click-through — is 5%, significantly higher than a standard web display ad, where click-throughs are well below 1%.

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