Yesterday, Twitter launched its long awaited advertising platform, a CPM-based model where marketers can promote tweets atop Twitter search results. This platform will soon expand into Twitter post streams and other Twitter clients beyond twitter.com.
- How it Works: Marketers using Twitter will be able to buy “promoted tweets” on a CPM basis. Users can retweet, favorite or reply to the ad as they would any other tweet.
- New Metrics: Twitter’s key metric will be “resonance,” which takes into account consumer engagement via clicks, re-tweets, favorites, etc. Marketers will be best-served if they tie these real-time analytics back to their overall marketing objectives.
- Marketer Challenges: Marketers won’t just need a Twitter ad strategy to take advantage of promoted tweets — they will need to be participating on Twitter to take part. This is a true hybrid of earned and paid media models.
- Who Should Consider It: Marketers should establish a foothold on Twitter before using Promoted Tweets; no one should get on Twitter solely for the advertising options. That aside, the platform could be ripe with opportunities for entertainment, CPG, travel and retail brands.
Stay tuned to the blog and follow us on Twitter for more news and insights on Promoted Tweets.