Since the rollout of Promoted Tweets, Promoted Trends, and @earlybird Specials earlier this year, a number of marketers have jumped in and started using paid Twitter advertising to gain a wider reach for their postings. While brands such as Best Buy, Starbucks, and Red Bull have all had success with this type of placement, a great deal of the inventory has been bought by the entertainment industry, to promote movies and television shows, because of the strong viral awareness effect through re-tweets.
Now, Twitter is saying that they will start including video ads into the new “detail pane” that will enable increased engagement opportunities (http://bit.ly/bM01ky). While Twitter may never end up having “traditional” banner opportunities, we are seeing that for some campaigns, paid Twitter efforts should definitely be incorporated into the mix.
