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February 20, 2013

Twitter Testing New 'TwitterAds' to More Effectively Serve Advertisers

By Daniel Brecht, Contributing Writer

Twitter’s (News - Alert) always been an attractive platform for the personal quip, but that doesn’t exclude the commercial statement, according to the firm, which is now testing a new ad campaign for interested companies.  

Twitteris still a very popular online microblogging service where unregistered users can read news, content and information for free. It is also a free service for those who become registered users and want to post tweets, carry out two-way Twitter SMS, or tweet pictures via MMS.

Since its launch date in March 2006, Twitter has taken measures to make improvements, updates and upgrades. Over the years it has experienced rapid growth, becoming one of the most followed and used sites on the Web, with several million followers and users reading and posting tweets every day.

The site has been a hit in the U.S. as well as abroad in emerging markets; users can easily connect to Twitter via their mobile devices just as easily as with a desktop.

The first few years prior to its launch date, Twitter had absolutely no revenue – not even ads. In April 2010, that would all change, as the microblogging service began to offer paid advertising for companies, referred to as “promoted tweets,” to distinguish paid-for tweets from normal ones.

Most recently, however, the company decided to continue its advertising campaign; this week it revealed it is “testing a new ad unit that gives direct marketers a way to generate leads directly from tweets.”

In other words, the firm has developed a way for small businesses to engage customers via Twitter Advertising. The concept is to put Twitter to work for the business to help drive in new clients, as users see sponsored ads appearing in the tweets that are being sent.

TwitterAds, as they’re called, are being delivered via Twitter cards. This expansion to Twitter advertising may be appealing to advertisers, but may just as well not even roll out and become available after testing.

Whether or not Twitter will pursue its ad campaign after testing the new unit depends on the interaction of people with it, and if there are enough interested organizations that sign up for the service.

For the time being, one can expect the "promoted tweets" to irritate some users if they’re not carefully positioned, concluded Eden Zoller, principal analyst for Ovum (News - Alert).

Edited by Braden Becker
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