Twitter to Beef Up Advertising Options Beyond Own Site
Twitter will soon sell ads against tweets embedded on third-party websites. In addition, the platform will increase video advertising options in the coming weeks.
Twitter will soon sell ads against tweets embedded on third-party websites. In addition, the platform will increase video advertising options in the coming weeks.
Twitter is reportedly planning to sell ads against tweets embedded on external websites and apps, which will allow the platform to reach consumers who don’t use Twitter.
At the Consumer Electronics Show in Las Vegas last week, Twitter is claimed to have presented this idea to a panel of media buyers, naming ESPN and social network aggregation app Flipboard as potential partners. If the plan comes to fruition, Twitter would share ad revenue with the publishers.
Jonathan Rick, president of the eponymous communications firm specializing in social media management, doesn’t think Twitter’s idea is a bad one, though he thinks the company is proceeding in a haphazard way.
“Instead of focusing first on monetization, [Twitter] ought to focus on delighting customers. This is how Facebook and Google grew: by following the ‘if you build it, they will come’ playbook,” Rick says. “By contrast, Twitter seems to be following the ‘if we build it, they must be monetized’ playbook.
“Making money is the easy part; attracting a billion users is the hard part,” he adds.
For Tessa Wegert, communications director at the Michigan-based digital agency Enlighten, the advertisers will be the real winners in Twitter’s new advertising strategy.
“Brands are investing more and more in Twitter ads, and this would create an opportunity to advance that content to a larger pool of potential customers,” Wegert says. “Considering Twitter’s additional plans to amplify its video offerings this year, digital marketers might want to think about reevaluating their 2015 Twitter investments.”
In the coming weeks, a new native video offering will allow users to shoot, edit, and post videos directly on Twitter, rather than linking them from third-party platforms such as YouTube and Vine. HBO tested the format, releasing a teaser clip from the upcoming season of Game of Thrones.
Twitter also plans to introduce an auto-play feature that would play videos automatically, like Facebook does on users’ News Feeds. But unlike Facebook, which currently gets more than 1 billion video views every day, Twitter’s model will be available to advertisers on a pay-per-click basis.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceBar Louie was founded in 1990s Chicago as ‘The Original Gastrobar™’. Its foundation as a neighborhood bar is integral to Bar Louie&r...
View articleThe 2021 Global Social Advertising Trends report includes new stats and trends on retail social media advertising compiled from a poll of 300 global r...
View articleAs governments and social media platforms lock horns on news placements, we’re asking marketers for their opinion on how the issue will shape their st...
View articleNextdoor, the neighborhood app, reaches over 270,000 neighborhoods globally and seamlessly fits into your SMBs social media strategy. Read More...
View articleNextdoor, a hyperlocal social media platform for neighborhoods, offers two distinct, low cost advertising opportunities aimed at helping SMBs reach ou...
View articleWith a global audience and a supposed reputation for authenticity, TikTok presents an unmissable opportunity for marketers. Here’s how you get started...
View articleMost marketers who consider Facebook a valuable platform are feeling baffled with the series of changes that the social media giant has brought in rec...
View articleThe average person spends just under two hours a day (116 minutes) on social platforms, which means a successful social media strategy is imperative f...
View article