Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
World Wide Web
24/7/365 Network Uptime!
Average Rating:
Rate this article:  
Twitter Introduces Keyword-Targeted Promoted Tweets
Twitter Introduces Keyword-Targeted Promoted Tweets

By Adam Dickter
April 17, 2013 1:57PM

    Bookmark and Share
Having established its enormous user base of 500 million users while running on start-up funds, Twitter -- which is free to all users -- now needs to start raking in some serious revenue from advertising, which it began selling three years ago this week. The company is believed to have earned $350 million in revenue last year.
 



Tweet the name of your favorite band, and you may soon see a "promoted tweet" show up in your feed promoting the group's new album or concert. Tell your followers how much you love Diet Pepsi or Dancing With The Stars, and you just might get some messages from the folks at Pepsico or ABC.

It's all part of Twitter's new Keyword Targeting in Timelines, rolling out now from the social media micro-blogging company. The potentially annoying ads won't be more persistent, the company promises, and hey, they're only 140 characters.

Dismiss Non-Relevant Tweets

"Users won't see any difference in their use of Twitter -- we're not showing ads more frequently in timelines, and users can still dismiss promoted tweets they don't find relevant," said Nipoon Malhotra, Twitter revenue product manager, in a post Wednesday on the company's advertising blog.

Instead, Malhotra said, users will be happier because they'll see "more relevant" promoted tweets based on their own messages (including, presumably, retweets from others that may contain less relevant keywords.) The new service is available in the full Twitter Ads user interface and through the Ads API.

Having established its enormous user base of 500 million users while running on start-up funds, Twitter -- which is free to all users -- now needs to start raking in some serious revenue from advertising, which it began selling three years ago this week. Last March it started selling ads for mobile devices.

The company is believed to have earned $350 million in revenue last year and may be worth as much as $10 billion as it heads for an expected initial public offering this year.

But could ads that mine your tweets turn users off?

Striking the Right Balance

"It depends if the ads are annoying or not," said Rob Enderle, a technology consultant for the Enderle Group. "People seem to be OK with ads if they aren't annoying and ads that are about things of interest."

But he said use of keywords can be unreliable because words can be taken out of context, leading to mismatches.

"Like saying, 'That movie was so bad it just made me sick,' and suddenly getting ads for discount meds," Enderle said. "If that happens too often it will upset folks, make them aware they are being monitored, and irate them. That combination could drive them away from Twitter. "

Malhotra said in the blog post that in testing with a small group of advertisers and companies, including Everything Everywhere, Microsoft Japan and Walgreens, "users were significantly more likely to engage with promoted tweets using keyword targeting in timeline than other forms of targeting in the timeline."

He said GoPro, a San Mateo, Calif.-based company that makes wearable camera gear, "saw close to 2 million impressions, and engagement rates as high as 11 percent" after trying out Keywords.
 

Tell Us What You Think
Comment:

Name:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 World Wide Web
1.   New Technology Defeats Privacy Efforts
2.   Verizon Launches Rewards Program
3.   Social Media Feeds Rare Syndrome
4.   NY Proposes Virtual Currency Rules
5.   Visa Intros Online Payment Service


advertisement
Radical.FM's Freemium Biz Model
Online radio startup asks for donations.
Average Rating:
Facebook Social Experiment Irks Us
Secretive test was legal, but ethical?
Average Rating:
New Technology Defeats Privacy Efforts
Study identifies 3 browser techniques.
Average Rating:


advertisement
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
34 European Banks Hit by Android-Skirting Malware
Criminals have been finding gaping holes in Android-based two-factor authentication systems that banks around the world are using. The result: 34 banks in four European countries have been hit.
 
New Web Tracking Technologies Defeat Privacy Protections
Recently developed Web tracking tools are able to circumvent even the best privacy defenses, according to a new study by researchers at Princeton and the University of Leuven in Belgium.
 
Juniper DDoS Solution Aims at High-IQ Networks
In the face of more complex attacks, Juniper Networks is boosting its DDoS Secure solution to help companies mitigate the threats with more effective security intelligence throughout the network fabric.
 

Enterprise Hardware Spotlight
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 
Seagate Unveils Networked Drives for Small Businesses
Seagate is out with five new networked attached storage products aimed at small businesses. The drives are for companies with up to 50 workers, and range in capacity from two to 20 terabytes.
 
Another Day, Another Internet of Things Consortium Is Born
In the emerging Internet of Things, zillions of devices will be talking to each other. Samsung, Intel and Dell just formed a consortium to ensure each thing can understand what others are saying.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.