Search Meets Social, Twitter Expands Promoted Accounts Offering
For Twitter to live up to its almost obscene market valuation, it's going to need advertising - and a whole lot of it.
That's why so few are surprised that the platform is actively seeking out ways (some quite creative) to monetize the live and sometimes very public conversations that are occurring at any given digital time.
The stream however isn't always conducive to a good advertising environment as it is less about intent and more about random discovery (which is better for branding than conversions). Twitter has long had a search function, of course, and it was only a matter of time before the platform brought ads to that feature.
This week Twitter announced it would be expanding its Promoted Accounts advertising offering (seen exclusively on the timeline) to the search results interface. Twitter indicated that they would automatically select relevant search queries for presented Promoted Accounts absed on an advertiser's targeting, so no additional action is required by advertisers.