Twitter plans to make it more difficult for users to avoid advertisements on mobile. According to global digital marketing agency, Fortune Cookie, the news is unsurprising and detracts from more interesting and important developments at Twitter.
Sally Crimes, Head of Engagement at Fortune Cookie, believes that what is a far more interesting development for brands using Twitter is that they are starting to sell access to its current and historical archive of billions of tweets dating back to January 2010, giving brands the opportunity to use the data to spot shifts and trends. “The data Twitter can make available to purchase is phenomenal. From sentiment and consumer behaviour, right through to demographic and geographic insights, the potential for brands to analyse this data to inform their marketing and business decisions is one well worth exploiting.”
On the concerns around Twitter ads, Crimes adds: “Users are moving onto mobile as their primary device to access Twitter, as they are with Facebook. Brands will always flock to where their audiences are and these social platforms will need to take this demand into consideration – it’s as simple as that!
“Twitter has long been a core platform for brands’ social media marketing strategies and with 55 per cent of users now accessing it via mobile, there’s a massive chunk of their user base that is not being exposed to promoted tweets. As mobile Twitter users, especially mobile-only Twitter users, continue to grow as rapidly as they have been, Twitter will find it harder to justify not expanding their advertising model to mobile. This move has been expected, as has the notion of Facebook expanding their advertising model to mobile.
“Will users kick up much of a fuss? Not likely, Twitter users have got used to promoted tweets; they have simply crept into part of the experience. This won’t be another Quickbar rebellion that we saw last March, which Twitter removed within just days due to user outrage, as the user experience is very different – less disruptive and more in tune with the desktop experience. Promoted tweets will appear in users’ timelines just like any other tweets, just once and where relevant to the user. As consumers are consistently bombarded with online advertising they are becoming more tolerant of those that are actually relevant to them as individuals, and this is key to the Twitter advertising model. Users can also dismiss these tweets from their timelines at a single touch.”
Source: www.fortunecookie.co.uk
