Best Western, Dell, Gatorade, Groupon, HBO, JetBlue, LivingSocial, Microsoft Xbox, Red Bull, Sephora, Starbucks, Summit Entertainment's "50/50", TNT and Virgin America are among the companies trying out Twitter's newest ad offering - "Promoted Tweets To Followers". With it, advertisers can insert their ads directly in the timelines of those consumers that are following them on the Twitter.com site.
Clearly people access Twitter in a number of ways, thus diluting the impact of the offering. Still, though, this is a step forward for marketers eager to tap Twitter users, because as NextWeb notes, it is the first time that Twitter is injecting Promoted Tweets directly into the timeline.
Bottom line for the marketer: it can deliver an ad to a follower who has already indicated it is interested in the company while he or she is actually on the service.
Twitter is also testing the new offering with several non-profits and their followers. These include Make-A-Wish Foundation, Room to Read, The American Red Cross and Water.org.
Twitter's Ad Products Come at Higher Cost
Another element in Twitter’s marketing ad products - Promoted Trends - is also gaining momentum with brands, enough so that Twitter has raised its rates, according to Twitter’s director of revenue Adam Bain, via ClickZ. The cost of a Promoted Trend on Twitter – the top Trend on the sidebar on Twitter.com – is now up to $120,000 per day.
When Promoted Trends first launched in April 2010 it had a $25-30,000 daily rate, All Twitter says. Bain reports that Twitter has worked with some 600 advertisers on 6,000 advertising campaigns, 80% of which came back and bought more placement. Its promotional tools are so popular now that the company has expanded its sales and marketing team to over 60 people across the country and it seeks a 3-month commitment from all advertisers.