Twitter pushes for more ads. Agencies respond

The NYT reports that in recent weeks, Twitter has once again ramped up its efforts in courting more ad dollars to their side of the field.

They’ve promoted Dick Costello, their ad-guy, revenue-guy and dealbroker-guy, to Chief Executive.

They’ve introduced more advertising plans to the market… and they did this during their debut at Advertising Week.

The article goes on to list some of Twitter’s recent activity and the bumps in the road which they’ve come up again, as well as the potential opportunities they’ve got in front of them.

I’ve quoted some of ad-land’s response from the article:

“Having been in the business for as long as I have and seeing things rise, I completely have the same vibe on Twitter as Google, Facebook and DoubleClick,” said Curt Hecht, chief executive of VivaKi Nerve Center, a digital agency that is part of the Publicis Groupe. “You can tell by the client interest levels.”

“Agencies are uneducated, brands are uneducated and to a certain extent, Twitter is uneducated,” said Ian Schafer, chief of Deep Focus, an interactive marketing agency. “There are no best practices. There are just hunches about what will work.”

Twitter also sells Promoted Trends, so advertisers can show up in the list of topics most discussed on Twitter, for $100,000 a day.

“It’s a cheap trick but it’s got a lot of eyeballs,” said Chad Stoller, director of digital strategy for BBDO North America.

“At the end of the day, it’s a very different product” than traditional online ads, said Michael Donnelly, group director for worldwide interactive marketing at Coca-Cola. “People are engaged and looking for a specific topic, so it’s relevant.”

“Every one of our clients has Twitter as a part of their social media strategy, but at the moment we’re not seeing a tremendous amount of interest in the specific packages that Twitter is offering,” said Aaron Shapiro, a partner at Huge, the digital agency within the Interpublic Group.

JetBlue advertises on Twitter, but Morgan Johnston, JetBlue’s manager of corporate communications who operates the airline’s Twitter account, said its “primary use of Twitter is really centered on maintaining a dialogue with customers,” which happens in the free account.


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