Home  › Social › Social Media
twitterbirds

Twitter Self-Serve Ad Platform Coming Next Year [Video]

  |  September 28, 2010   |  Comments

COO Dick Costolo says marketers are lining up to spend millions on the social network.

New York, NY-- Twitter plans to launch a self-service advertising platform in 2011 which will include the ability to geo-target commercial messages, according to the company's COO, Dick Costolo.

Speaking at the IAB Mixx conference in NYC this morning, Costolo said the company has focused on testing its commercial products with big brand advertisers, but plans to offer a solution to long-tail advertisers by next year.

"When we got started big brands were already using Twitter, so it was very easy for us to go to them and help enhance the conversations they were already having with customers," Costolo said, referring to ad product trials currently being conducted with around 40 brands, including Promoted Trends and Promoted Tweets. "That doesn’t mean [we can't offer value] for long tail companies. We intend to use that experience to build out the infrastructure for the long tail of advertisers, and will provide a self-service platform next year to do local advertising."

Costolo said brands are forming "a line out the door to spend significant dollars" with Twitter, and that it would be working with "hundreds" by the end of the year. He added that the company intends to take its time scaling its ad products, however, in order to maintain user experience and engagement rates. "We could accept millions of dollars from advertisers right now for short-term revenue, but we have no intention of doing that," he said, adding, "Engaged users will be of more long-term value to Twitter, and aid monetization."

However, Costolo did describe a new marketing offering it intends to trial in near future, dubbed Promoted Accounts. The tool will enable brands to include themselves in the Suggested Followers panel that appears on users' accounts, but those brands will only be suggested if deemed relevant to users. "It's about building an audience for the brand," he said.

Costolo took to the stage at Mixx directly after Facebook COO Sheryl Sandberg, but downplayed any rivalry between the two social sites. "We don't think of ourselves as competing with Facebook... We think of ourselves as moving significant dollars from existing industries to this new industry," he said, specifically citing traditional mediums such as TV advertising, and highlighting the company's work with movie studios to date.

From an ad sales perspective, Costolo said the challenge for the company's expanding commercial team is now to "figure out how to scale advertising," whilst making sure it does so in "a reasoned and pragmatic way."

Video:

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...