Big Brands Unconvinced Twitter's New Search Ads Are Worth It

While micro-blogging site Twitter has reported they are close to launching a new ad model for their search results, many leading brands are unsure as to whether it will be viable.

Barclaycard's Global Head of Advertising and Content, Paul Troy, has said, "Advertising on Twitter will feel like your social media strategy has failed. I think we'll only see lazy advertisers queuing up for this. It doesn't feel like something leading brands will do."

FMCG brand Unilever, which spends most of its ad budget on traditional media, is another large brand that is less than keen on advertising using Twitter. Their UK Senior Global Manager for Axe Skin, Cheryl Calverley, commented, "While Twitter is cutting edge and en vogue, it doesn't have the reach of broadcast media."

Other brands have responded with more optimism, but also reserve. Alex Tait, ISBA Chair as well as Digital Sales and Marketing Manager at the Post Office, said the new Twitter Ad model could prove to be "very powerful" but presents several issues, such as the unregulated nature of Twitter and ad misplacement.

Twitter will continue to use their 140-character style for the new rollout, and sell their ads via agencies before moving to a self-service model like Google and Facebook.

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