Twitter courts UK marketers for Promoted Tweets ad platform

Twitter is aggressively targeting UK marketers as it looks to roll out its Promoted Tweets ad platform to brands outside of the US.

Twitter: targeting UK marketers for Promoted Tweets platform
Twitter: targeting UK marketers for Promoted Tweets platform

The system provides ads based on keywords in Twitter search queries, which appear at the top of the search results page.

A Promoted Tweet is not guaranteed to stay afloat for a long time, but rather its longevity depends on response to the ads in terms of replies, clicks, and other metrics Twitter calls "resonance".

Shiva Rajaraman, product manager at Twitter, confirmed today (21 September) that the company was actively engaged with UK marketers and global brands about how they could use the platform as part of their marketing strategy in markets outside the US.

This comes as Twitter looks to open up its ad platform to incorporate more advertisers. The expansion was hinted at during Promoted Tweets' initial launch with global brands Sony Pictures, Red Bull and Virgin America in April.

Representing the micro-blogging company at AdTech, Rajaraman gave all the indications that the service would be made available in the UK, although no precise timeline was provided.

"We are looking for marketers who use Twitter effectively in the UK and who will make good candidates for the first ads roll out," he said.

One in five users on Twitter follows a brand and Rajaraman described the ad platform as "a great way for brands to get involved with the conversation".

He said: "Its basic role is to build out interest, depending on who they follow, and there will be a lot of opportunities beyond traditional brand advertising."

He added that Twitter was currently developing a real-time dashboard to help advertisers monitor the activity of their promoted tweets.

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