Twitter to pursue small ad merchants

Twitter has launched a new service to allow small-to-medium businesses to buy and place ads across its network through a partnership with American Express, in a bid to widen its revenue streams.

twitter

The automated system, which officially launched in the US yesterday (February 16), will allow advertisers to manage their marketing campaigns and budgets without having to deal with sales representatives.

Advertisers will be able to specify how much they spend, pick cities or regions they want their ads to appear and write their own promotions. Twitter will only charge for those ads that are clicked, replied to or retweeted to other followers.

American Express will offer $100 (£62) to businesses who sign up the service on a first-come, first serve basis, which they can spend on promoted tweets and promoted accounts.

The platform will go live for the first 10,000 businesses who use American Express cards in March and will then be expanded worldwide to allow any company to use it later in the year.

The decision to court smaller businesses follows a report from the Chartered Institute of Marketing earlier this week that revealed nearly a quarter of the 900 UK marketers polled said that their activity on Twitter was not at all effective last year.

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