Twitter to expand ad presence into third-party clients

09/27/2010 | Advertising Age (tiered subscription model)

Twitter will expand its promoted tweet and promoted trend ad offerings, seeking to boost exposure by making the ads visible to people accessing the service through third-party clients. The planned expansion comes on the back of data showing promoted tweets average about a 5% interaction rate across all campaigns offered so far -- much better than the rates seen with display ads, which tend to offer rates well below 1%. "We now feel pretty confident we are cracking the code on a new kind of advertising, one that is more engaging ... but also more participatory," said Twitter Chief Operating Officer Dick Costolo.

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