Brands react with interest to Twitter ad opportunities

UK brands and agencies are exploring opportunities on Twitter after it unveiled its ad model this week, but have expressed caution over its impact on their bottom line.

On Monday Twitter announced brands could pay to post ’Promoted Tweets’ – updates that will feature in search results as well as in the brand’s feeds – to reach a wider audience than just their followers.

The micro-blogging site said the first set of advertisers includes Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks and Virgin America.

UK brands and agencies said Twitter was right to wait to introduce an ad model, as the platform has now grown to a size where its inclusion on a media plan is justified.

Gabby Hegerty, head of digital at Samsung UK, who joined this week from Telegraph Media Group, said, “I’ll look into all possible digital channels and I want to make sure we’re expanding across Twitter, so it will be on my radar. We have to make sure we’re using social media channels in the best possible way.”

Adam Field, head of social media at Media Contacts, said, “Our clients will get involved in advertising on Twitter if the opportunity is right for the particular brand, but we’ll need to know more about the type of audience that’s likely to interact with ads on Twitter.”

But Ifan Jenkins, senior brand manager at Carlsberg, said although the brand was using Twitter more, paid ads weren’t an option yet.
“We’re using Twitter and we’ll be stepping up this activity as we head towards the World Cup, but paid advertising isn’t something we’re looking into yet,” he said.

This story first appeared on www.nma.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here