UK brands negotiate Twitter ads

By Rachel Hand topicIcon Social Media

Promoting tweets

2011 will see the UK launch of Twitter's social media advertising platform. The Promoted Tweets service will allow brands to purchase a place in the trending topics list, linking to the profile and other tweets of the brand. UK companies that have signed up already include Sony, Sky, Vodafone, O2, Capital One, Ladbrokes and LoveFilm.

Promoted Tweets (PTs) has been running in the US for six months now, with 30 advertisers including Coca-Cola and Starbucks using its services. The Wall Street Journal reported this week that PTs are selling in the US for upwards of $100,000 (£63,000), with brands reporting that engagement has risen by five per cent thanks to their trending status.

Strength to strength

Twitter has experienced phenomenal success and growth this year, working across several platforms to gain a total of 160 million users. With a fifth of these now following brands, it appears to be a medium in which users expect to experience marketing. According to the IABUK, "ads will be targeted at specific users depending on which people and brands they follow", in an effort to make the PTs more relevant and appealing.

In addition, Twitter's recent revamp