August 3, 2011 – Twitter formally announced recently that Twitter users may start to see Promoted Tweets in their main Twitter timeline.
For the first time, Twitter ads will enter the stream in a truly significant way as the company continues to develop the advertising opportunities available on its service. Twitter is now allowing brands to target their promoted tweets to followers only as it officially rolled out a new Promoted Tweets option with a number of advertisers.
Promoted Tweets are ordinary Tweets paid for by advertisers in order to reach a wide group of users or to spark engagement from their existing followers.
Like other promoted tweets, the messages appear at the top of users’ timelines upon login, and scroll down afterwards. They can also be dismissed immediately.
Twitter says:
“So when we decide to follow a favorite brand, business or charitable organization, we expect to be among the first to get a special announcement, access to exclusive content or a great offer. That’s why starting today, we’re introducing a way to ensure that the most important Tweets from the organizations you follow reach you directly, by placing them at or near the top of your timeline. These Promoted Tweets will scroll through the timeline like any other Tweet, and like regular Tweets, they will appear in your timeline just once. Promoted Tweets can also be easily dismissed from your timeline with a single click.”
Twitter will be rolling out the new Promoted Tweets option and testing this new offering over the next several weeks with a select group of partners, including Best Western, Dell, Gatorade, Groupon, HBO, JetBlue, LivingSocial, Microsoft Xbox, Red Bull, Sephora, Starbucks, Summit Entertainment’s “50/50”, TNT and Virgin America among others — with more to come soon.
During this phase, Twitter users may also see Promoted Tweets in their timeline from non-profit organizations you follow, including charity: water, Make-A-Wish Foundation, Room to Read, The American Red Cross and Water.org.
This recent development of Twitter is certainly its most invasive advertising play to-date.
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