Twitter’s EarlyBird account is definitely a step in the right direction in terms of ad and revenue strategy, but will it work?
…For those of you who don’t remember the April announcement about Promoted Tweets, basically, they’re ad-based tweets that Twitter promised to promote more prominently on the top of relevant Twitter results pages rather like Google’s sponsored search results. The big, and I thought crazy, caveat was that Twitter would pull “Promoted Tweets” that weren’t performing. This was something new in advertising. If consumers didn’t like the ad, then it would be pulled it down. Maybe it was the language Twitter used and not the concept. I can understand that no one wants underperforming advertising out in the wild, least of all the advertisers. Here, however, is what Twitter originally said, “We’ll attempt to measure whether the Tweets resonate with users and stop showing Promoted Tweets that don’t resonate.” It would have made more sense for Twitter to simply say, “If too few people retweet the Promoted Tweet, we’ll apologize profusely to the advertiser and pull the useless Tweet.”…
Excerpt from:
Twitter Decides It’s Time to Make Some Real Money
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