Marketers Happy With Twitter Advertising

Nearly one month after Twitter has launched its “promoted Tweets” a marketers retrospective says: “Works great”!

As seen on Advertising Age, marketers seem to be happy with Twitters marketing program. Virgin America, Bravo TV or Red Bull claim they’ve seen some great ROI with the new advertising form. “For instance, Virgin used Promoted Tweets as the sole means of announcing its expansion into Toronto, offering 50 percent off for the first 500 travelers who flew out of two California airports. Thanks to retweeting, said Porter Gale, Virgin’s vp, marketing, the offer sold out in three hours.” Virgin America could see sales roar and measured the fifth highest sales-day in their history. VP marketing director Porter Gale said she estimated the media worth of the Twitter at 10 million dollars worth of media coverage.

Bravo TV uses the promoted Tweets on a green IQ game and hit the maximum of promoted Tweets (300) in a couple of hours. The Tweets accounted for 200’000 impressions. Wow.

Twitters promoted Tweets work in a very special way. If a promoted Tweet doesn’t get any response, it disappears after a while. Therefore only consumer attractive campaigns stay on the air. Marketers are forced to come up with some great ideas, and not something that you’d rather not see.

While publishers usually work on a CPM basis, Twitter is seeking to come up with a new measurement possibility integrating action or response. But they are working hard on performance measurement.

Will Twitter be the new advertising boomer and take market share of other platforms such as Facebook, Google or Blogs?

What’s your take on that?