Twitter is due to release its long awaited advertising platform within the first half of this year, integrating the functionality to place small, ‘Tweet Style’ adverts within the search results pages.
However, this addition to the 100 Million strong micro blogging site has received both positive and negative feedback from industry professionals. The ISBA Chair & Marketing manager at the Post Office, Alex Tait expressed concern that the addition of adverts could interfere with brands social media campaigns.
Due to the unregulated & conversational nature of Twitter, the integration of adverts and social media campaigns within the same social sphere has the potential to create
contradicting messages as well as the detrimental chance that adverts appear next to negative tweets.
In opposition to this, several online marketing experts have commented expressing the powerful potential that this new advertising system can be for brands. Ciaran Norris, the head of social media at Mindshare said that ‘Brands will definitely want to try this. Twitter has a decent audience and brands will want to test how they can connect to people.’
The advertising model will be made available to agencies first, then opened up to everyone with a self service platform, similar to Facebook adverts.
