Twitter's Advertiser Outreach More 'Mr. Coffee' Than Firehose
Site now allows interested advertisers to fill out a form, underscoring languid monetization pace.
Site now allows interested advertisers to fill out a form, underscoring languid monetization pace.
While Twitter has affectionately been called a “firehose” because of the site’s continuous flow of tweets, opportunities for the advertising community have only come in drips. That reality was highlighted by the San Francisco-based social media company’s unveiling today of a new lead-gen form for interested advertisers, part of its upgraded “Business Center” section.
First reported by Mashable, the form involves two columns of five fields asking for marketers’ contact information and whether they are interested in Promoted Accounts, Promoted Tweets, and/or Promoted Trends. They can identify themselves as potential spenders of less than $10,000 or as much as $100,000.
To be clear, this is not a self-service platform – ad inventory cannot be purchased through the form. But Twitter plans on following up with sales calls to prospects in the coming months, said spokesperson Matt Graves. However, interested advertisers today may be wondering if their time spent on the lead-gen form may be in vain, as hitting the submit button has been producing an error message: “Sorry, that page doesn’t exist!”
Twitter, no doubt, will get the technical issue fixed, and advertisers will eventually get a pitch they definitely will consider. After all, the micro-blogging site has more than 100 million users who reveal interest-level information that can be used for ad targeting.
At the same time, the lead-gen form’s error message seems emblematic of the level of patience curious advertisers have had to sustain when it comes to four-year-old Twitter. Never in a big hurry, the company appears content to fill its money pot one drip at a time.
Indeed, watching the so-called firehose of the digital world languidly reveal its monetization plans can produce the kind of finger-tapping once reserved in offices for the Mr. Coffee machine.
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 resourceEveryone’s on social media these days, so your business should be, too. But without paid media, your campaigns could have the impact of a falling tree...
View articleUsers almost universally dislike pre-roll video ads, but in an effort to bolster its advertising revenue, Twitter this week announced that it will exp...
View articleThe difference between B2C social media marketers and those on the B2B side of the fence is like the difference between hard rock and classical music....
View articleI didn’t vote for him last November. There was no way this registered Democrat from the blue state of Massachusetts would check that box. But I have t...
View articleOn Thursday, Twitter reported its earnings for Q4 2016, and the results have raised questions about the company's long-term future. Read More...
View articleAs social media marketing becomes more challenging and time-consuming, it’s time to get more organised when managing your brand’s social presence. Rea...
View articleEveryone wants to go viral on social media. But sometimes your brand ends up going viral for the wrong reasons. Read More...
View articleTwitter has its problems, but in certain cases and contexts, it truly is the best ad platform you'll find Read More...
View article