Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Neustar, Inc.
Protect your website & network
using real-time information & analysis

www.neustar.biz
World Wide Web
Real-time info services with Neustar
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:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 World Wide Web
1.   Bell Labs Pushes Copper Line to 10 Gbps
2.   Escort Charged in Google Exec Death
3.   Google, SAP, More Fight Patent Trolls
4.   NY Reaches Price Limit Deal with Uber
5.   Germany Probes New U.S. Spy Case


advertisement
Facebook Social Experiment Irks Us
Secretive test was legal, but ethical?
Average Rating:
Escort Charged in Google Exec Death
Allegedly injected fatal heroin dose.
Average Rating:
Google, SAP, More Fight Patent Trolls
Firms want to innovate, not litigate.
Average Rating:


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

Network Security Spotlight
Report: Chinese Hackers Hit U.S. Personnel Networks
Hackers from China broke into the computer networks of the U.S. Office of Personnel Management earlier this year with the intention of accessing the files of tens of thousands of federal employees.
 
Charges: Russian Stole Data from U.S. Restaurants, Zoo
A Russian man arrested on bank fraud and other charges hacked into computers at restaurants in Washington, hundreds of other retail businesses, and even the Phoenix Zoo, authorities say.
 
Another Month, Another IE-Focused Patch Tuesday
Microsoft rolled out 59 vulnerabilities for Internet Explorer in June. But the IE-patching party is not over yet. Redmond published six new security bulletins on Tuesday; two, critical; three, important.
 

Enterprise Hardware Spotlight
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.
 
Gartner Sales Study Sees Tablets Up, PCs Down but Recovering
Are PCs on the comeback trail? That depends on how you define "comeback." While tablet sales remain strong, Gartner's latest study found PC shipments aren't dropping as fast as they did last year.
 
Review: Warming Up to Tablets with Keyboard Covers
If you've ever thought tablets with keyboard covers were just a poor excuse for a laptop, think again. Nokia's Lumia 2520 comes with an optional keyboard cover that just may change your mind.
 

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 | XML/RSS Feed

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.