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Promoted Tweets: the answer to Twitter’s profitability?

Written by admin on . Posted in Digital, Technology

Making Twitter Profitable

Making Twitter Profitable

Just this morning, the New York Times announced Twitter is rolling out a new advertising program today, April 13th, called Promoted Tweets; Huffington Post has a summary. The program sounds similar to Google AdWords, in that advertisers pay a certain amount for keywords, so that when they are searched for as trending topics by Twitter users, they appear as promoted tweets. The 10 initial advertisers slated to roll out today include Starbucks, Best Buy, Virgin America, Bravo, Red Bull, and Sony Pictures. This new model also appears to be a CPM model, with advertisers charged per thousand impressions, thought the press release states that Twitter hopes to change the pricing model in the future to something a bit more complex, based on how users interact with the ad (forward it, comment on it, etc.).

So it appears that Promoted Tweets will use models that are a hybrid of those used in traditional banner advertising (per thousand impressions), Google AdWords (using keywords), and a new model that will monitor the “resonance” of the ads. Twitter needs to find a good way to make its site, one of the most popular and buzzed about on the internet, profitable.  Here’s hoping that in the near future, you don’t have to be Kim Kardashian to make money with Twitter.

Ad Blockers: Blessing or Curse?

Written by admin on . Posted in Digital, Technology

Kidzworld Adblocker

Kidzworld Adblocker

Although it’s not a new phenomenon, the proliferation of ad blockers- those “plugins” that can be installed in web browsers- could represent a real catastrophe for some websites, at least for the ones that rely on revenue from banner ads or ad networks.  These programs work quite simply: the user sees no ads of any kind in his browser.  The inevitable consequence for many web publishers: a loss of revenue that’s proportional to the number of site visitors with these ad blockers installed.

The raison d’etre for these ad blockers is so that internet users can visit their favorite sites without being bombarded by some of those annoying ads that plague the internet- like those that cover the whole screen, blocking the site’s content for a few seconds, those that automatically play dialogue or music (a real pain when you’ve forgotten to turn the sound off on your work computer), and those that automatically expand across the page.  The problem is that all ads are blocked with these programs unless the user applies filters for certain sites.  What percentage of users will actually go about excluding sites for this reason?  A small percentage, for sure.

The mere existence of these ad blockers should be enough of a reason for web publishers to be more careful with the ads that they integrate with their design.  Not bothering site visitors and offering ad campaigns that are relevant to the site’s content  must be more of a priority than making a quick buck with annoying ads.

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