Twitter has unveiled its much-anticipated monetization plan, an advertising program it is calling Promoted Tweets. The ads are rolling out in Twitter search results pages, appearing when users search for keywords that marketers have bought to link to their ads.
Promoted Tweets allows marketers the opportunity to keep their messages from getting lost in the flow of real-time conversation on Twitter. Advertisers participating in the first phase of the program include Starbucks, Best Buy, Red Bull, Bravo, Sony Pictures and Virgin America, and they are being charged on a cost-per-thousand basis to start the program.
Eventually, Twitter COO Costolo said, Promoted Tweets will be included in regular tweet streams, depending on their relevance to users. Twitter will measure each ad's “resonance” based on how users react to the messages, and will remove any post that does not achieve a certain resonance score. Advertisers will not have to pay for posts that no longer appear as Promoted Tweets.