Twitter goes for gold in ad strategy

If the millions of Olympics-related tweets flooding the Internet in recent days are a measure of Twitter`s popular appeal, the company`s big presence in London also signals something else: its arrival as a major player in the world of big-time brand advertising.

In sharp contrast to Google, which initially built its businesses mostly by persuading thousands of small companies to buy "direct response" ads, Twitter`s emerging strategy focuses on selling elaborate brand campaigns to major marketers such as Procter & Gamble and Verizon Communications.

"We can service the very biggest brands in the marketplace," Mr Adam Bain, the company`s president of revenue and key advertising strategist, said in a recent interview.

The Olympics have presented a prime opportunity for Twitter to position itself as a new media channel that complements TV broadcasts - and carries the big-name ads to match.

BdST 2240 HRS, AUG 5, 2012

Edited by:
Sabbin Hasan, ICT Editor