San Francisco (ip-192.com): A new advertising platform that will display advertiser backed Tweets was unveiled by Twitter. Partners for the new service called Promoted Tweets include Sony Pictures, Red Bull, Starbucks, Virgin America, Bravo and Best Buy.
"Over the years, we've resisted introducing a traditional Web advertising model because we wanted to optimize for value before profit," says Twitter co-founder Biz Stone in a company blog. "Stubborn insistence on a slow and thoughtful approach to monetization - one which puts users first, amplifies existing value, and generates profit has frustrated some Twitter watchers."
The new ad-service will match promoted tweets to keywords. This will allow advertisers to tap into the 140 character chatter the estimated 75 million active users produce each and every day. While Twitter has agreements with Google and Microsoft to allow their search engines to crawl tweets, the Promoted Tweets service will be Twitters first attempt to use advertising to generate revenue. All paid-for tweets will be clearly labeled as promoted, Twitter says.
"Promoted Tweets are ordinary Tweets that businesses and organizations want to highlight to a wider group of users," says Stone. "We’ll attempt to measure whether the Tweets resonate with users and stop showing Promoted Tweets that don’t resonate. Once this is done, we plan to allow Promoted Tweets to be shown by Twitter clients and other ecosystem partners and to expand beyond Twitter search, including displaying relevant Promoted Tweets in your timelines in a way that is useful to you."
Twitter users will be able to reply to Promoted Tweets and favor or retweet the messages. Stone says that user-interaction with Promoted Tweets will be used as a measurement of success. "…if users don’t interact with a Promoted Tweet to allow us to know that the Promoted Tweet is resonating with them, such as replying to it, favoriting it, or Retweeting it, the Promoted Tweet will disappear," so Stone in the Twitter blog.
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