The Next Web

New Twitter Ad System Could Be Its Cash Cow

By Zee
July 16, 2009
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Picture 16Brought to my attention this afternoon by Gawker, is the possibility that Twitter is testing an ingenious new ad system.

It’s unclear whether this is Twitter itself or a separate entity, but what is certain is that the ad system NY Times journalist Saul Hansell was testing has serious potential…I would even go as far as to say its the most compelling Twitter advertising model I’ve heard yet.

The ad system works by @mentioning (tweeting AT you) you things that you might like based on what you actually tweet about.

Like I said, ingenious. It’s a wonderful way to grab your attention, I mean who doesn’t check their @mentions?  If users are able to possibly indicate which ‘targeted mentions’ (ads) they find most relevant to them…you’ve got an extremely effective advertising model that’s likely to please even the most hard nosed advertising executives.

New Twitter Ad System Could Be Its Cash Cow


  • Ingenious, but users will just regard it as spam unless it's *incredibly* well targeted. What if I say "I hate camping" and then I get an ad for camping supplies. I for one won't be happy.
  • That is a very interesting concept. If this is true, finding the magic number of times to reasonably @ someone with relevant advertising will be crucial.
  • Pleasing advertising executives? Perhaps. Pleasing users? Doubtful. The potential danger here is getting your "@mention" box filling up with spam, just like email. Then Twitter may need to provide an "@junk" box... I'm in the ad/branding business and an avid Tweeter - I'd be worried.
  • No ad system is accurate enough to target @handle. Google makes billions on CPC and CPM by targeting a demographic that *could* be interested and then allows opt-in for those who actually are. Here, a user would have to opt-out...

    Not to mention the only @handles with consistent content in their tweets are the power users who use Twitter for business. Is an ad system that ticks off influencers really worth it?
  • I agree. The last thing I want is more crap showing up in my stream. It's hard enough keeping the spam out now. If we open the door to "targeted" messages (read spam)...fugehdaboutit.
  • Martin Bryant has a good point, but I'm not against ads directed @ me as long as it’s not 2 many and I can opt out. (Gotta remember Twitter is Free) Its called lead generation, I do it for a living, as a Realtor. Targeted and specific leads work best, that's why it’s not a bad idea, I still feel like there is something missing with Twitter making money and I just can’t put my finger on it. I keep imagining some 16 year old kid breaking out some crazy revenue scheme that changes all the rules. Zuckerberg is a great example.
  • pete hotchkiss
    dont see how this is anything more than contectual spam ?
  • Firstly, I am in favor of companies developing business models that can ensure their financial survival and most of us have grown accustom to ad models that give us text/banners on web pages, search result pages, IM clients and even some apps....

    However, the challenge is not just the natural language processing that will parse the twits for determining the keywords but having a depth of advertising to ensure we get 'relevancy'. Further, determining intent and consumer brand message optimization.. there is not necessarily a linear relationship between a specific noun used in a 140 char tweet and the advertising content... just some thoughts and look forward the ad trials to see how they get on with solving sme of these issues...

    Cheers
    Matt
  • Marshall Kirkpatrick
    Zee, where did you find out that this is all about targetted @ mssgs? I didn't get that.
  • With their platform already, as i understand it, you can already tweet to anyone, about anything - and read their history for keywords.

    So, the really interesting aspect of this new tool is - are 'other people' going to make money out of twitter - at the cost of twitter?
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