Ad unit moves to the top of the site's trending topics list.
To increase visibility for its advertisers, Twitter has moved its Promoted Trending Topic ad placement from the bottom of its trending topic list to the top. Though subtle, the change could help boost click-through rates for advertisers, since promoted trends are now positioned closer to the top of the page, and imply greater significance of the topic itself.
When asked if the move was driven by advertiser demand, a Twitter spokesperson told ClickZ, "The placement has moved," and added, "It's an extremely young product and we have always said we would experiment with it."
Twitter rolled out its promoted trends ad format in July, enabling advertisers to pay to have their product or service included in Twitter's trending topic list. Since launch, those promoted topics have appeared at the bottom of the list, distinguishing them somewhat from the most popular organic topics.
As of today, however, those promoted topics will appear at the top of the list, and although clearly labeled as "promoted," their new position could be seen to imply promoted topics are also the most popular organic topics. In reference to that issue, the Twitter spokesperson said, "Our careful experimentation around our promoted products is geared to determine how to ensure the best user experience."
Speaking at the IAB's Mixx conference in New York this week, the company's COO Dick Costolo said the company was continuing to experiment with its ad formats, but that it felt it had "cracked the code on a new form of advertising." He added that it intends to open up ad trials to over a hundred brands by the end of 2010, and to launch a self-service ad platform for smaller advertisers in 2011.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.