Twitter looks to expand advertising efforts beyond its own site

Twitter looks to team up with publishers to display ads on other websites.

Social Media Poster

Digital poster on a social media theme. Selective focus on headline text.

abstract, advertisement, advertising, background, blog, blogging, blue, bookmark, business, closeup, communication, community, concept, connect, connection, content, data, design, digital, effective, forum, headline, idea, illustration, information, internet, macro, marketing, media, medium, message, dreamstime

dreamstime_23351077
Social Media Poster Digital poster on a social media theme. Selective focus on headline text. abstract, advertisement, advertising, background, blog, blogging, blue, bookmark, business, closeup, communication, community, concept, connect, connection, content, data, design, digital, effective, forum, headline, idea, illustration, information, internet, macro, marketing, media, medium, message, dreamstime dreamstime_23351077

So far, Twitter's advertising team has concentrated on sponsored tweets and variants thereof that appear on Twitter.com and the company's mobile apps. But as the Wall Street Journal reports, Twitter is looking at a new place to put its ads: other websites.

The Journal says Twitter plans to "sell ads within streams of tweets on other publishers' apps and websites." The idea, according to The Journal, is to "make money from the millions of people who see tweets all over the Web but don't actually use Twitter."

Twitter, which announced its plans during a presentation this past week at CES, would share a portion of the revenue generated from the ads with the participating sites, according to the report.

The story behind the story: Twitter has made a big advertising push over the past year or so: Back in April, Twitter hinted that it would roll out 15 new kinds of ads over six months. And just last week, the world learned a bit more about Twitter's plans for video ads. However, those were all extensions of the existing Twitter Cards system.

This new initiative, therefore, would seem to represent a shift in strategy for Twitter, since it's the first time the company has published ads outside its own site or products. It'll be interesting to see how Internet users take to Twitter's new approach.

More on Twitter

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in