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 San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! 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

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...