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Bravo, Virgin America Claim Success with Promoted Tweets

Virgin America says Twitter’s new ad program, Promoted Tweets, was successful in helping the company launch its expansion into Canada.

Virgin announced the expansion solely via Promoted Tweets, and a promotional offer - 50% off for the first 500 travelers - sold out in three hours, reports Brandweek. The day the Promoted Tweets went live, the airline saw its fifth-highest sales day in its history, MediaBuyerPlanner reports.

Bravo TV, meanwhile, used Promoted Tweets to invite consumers to discover their "green IQ" on Bravo’s website, and the tweet generated 300 retweets - the maximum number allowed - in one day, generating 200,000 impressions. "It gives us a viral, exponentially growing number of marketing opportunities… This is a search opportunity; it’s not to the entire Twitter base. When we message, the only ones that get up there are the ones that resonate," explains Ellen Stone, svp of marketing for Bravo TV.

CPM Basis, For Now

To make use of Promoted Tweets, advertisers bid on keywords on a CPM basis, but a performance model could be the basis for future pricing. Users only ever see one Twitter ad at a time.

The Promoted Tweets are clearly labeled as "promoted" when an advertiser is paying, but in every other respect they first exist as regular Tweets and are organically sent to the timelines of those who follow a brand, Twitter says. Promoted Tweets retain all the functionality of a regular Tweet including replying, Retweeting, and favoriting.

Because Twitter wants the ads to be as organic to the site and user experience as possible, the company stops running Promoted Tweets if they don’t get passed on to followers or get user clicks or prove their "resonance" with users in a variety of other ways.

Measurement

There are plenty of third-party analytical tools for companies using Twitter right now, but the measurement aspect of Promoted Tweets promises to ratchet up this functionality. Ads that make use of this feature should do well - especially if they are trying out several responses to a quickly-unfolding situation. If the ad isn’t working it will be taken out of rotation.

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