On January 24, eMarketer predicted that Twitter would bring in a bit over $150 million in 2011 and $250 million in 2012. (You can see the chart at the bottom of this column.) Is this realistic? I think it may be from what I have learned and am writing about below.
Twitter's "Promoted" Products
Recently my firm had a very interesting series of calls and meetings with Twitter and I got my head around all the details of its advertising or "Promoted" products. Twitter's offerings have three attributes that really struck the value/performance chord in my book:
So here is a quick breakdown of what those products are offering:
Twitter is also giving advertisers dashboards that let them see things like impressions, clicks, and before and after account performance and follower count stats. (See example below.)
Oh, and one more little nugget. Here is the chart from eMarketer showing the growth trend of Twitter's revenue.
Now, if I sound like a cheerleader in this column, my apologies. I have to confess that I'm a lot more excited about these offerings than I typically get from most online opportunities. I think it's because everyone in our industry knows what Twitter is and yet so few people have actually ever advertised on it. I also think that the performance-based products genuinely offer real value – it's not just fluff. I guess time will tell on its ROI from a branding and conversion standpoint.
Harry is off today. This column was originally published on February 1, 2011 on ClickZ.
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
March 19, 2014