Twitter isn’t just another social network and hasn’t been for some time time now. The microblogging site has proven it’s capability to work across the planet in numerous countries. So what’s the next logical step? Advertising of course. Twitter is going to make stacks of advertising revenue and not in the way that you would think. Twitter has now become an ad network.
Twitter has recently announced its plans to allow advertisers to promote their tweets onto other websites and apps. This, in effect, would turn their advertising platform into a complete network for posting advertisements across the Internet.
Twitter are not undertaking this venture alone. The firm is launching the new service in partnerships with Flipboard and Yahoo Japan. The advertisers with promoted tweets will allow a company to pay the firm to insert a tweet in other users’ timelines, and they will now be able to pay extra to push their content onto the other two websites entirely.
Ameet Ranadive explains, “Let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach similar audience on a mobile application like Flipboard. Through this new partnership, Nissan could run a Promoted Tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app. He continues, “Best of all, because Flipboard already integrates organic Tweets into the app, the Promoted Tweet will have the same look and feel that is native to the Flipboard experience.”
There are pros and cons to this new move. On the one hand there is the potential to expand the reach of Twitter’s promoted tweets, thereby possibly making them more valuable to advertisers. On the other hand, Twitter also runs the risks of undermining the uniqueness of their service.
By promoting tweets on other websites, Twitter is asking advertisers to give up on real-time in favour of evergreen content. Is it that different from how they operate the site anyway? Does this mean that Twitter has eventually figured out how to increase the average revenue per user without increasing the number of ads on the site? Time will tell.
[Image via cunningplanmarketing]