Twitter is the talk of town right now. It grew with unprecedented speed in the last couple of years, reached critical mass, and yesterday Twitter said, they are ready to monetize.
But there is a twist. Yet another one in the tangled world of digital advertising, where measurability and data is redefining the rules of the game and an exact ROI metric is a prerequisite of each ad dollar spent. Only interesting advertising message will survive, and the audience will decide. A Google type key-word sponsored ad placement is up for grabs, but advertisements will have to attract attention (re-tweets, made favourite, etc.) to avoid being bumped. Those making the cut will pay for referrals.
Never has Jon Wanamaker’s comment on wasting half of his advertising budget seemed so dated.
And never before has ROI seemed so sweet a concept to publishers. There is a lesson in this. If marketers want ROI, give it to them. But hey, make them work for it.
Twitter Unveils Plans to Draw Money From Ads - DealBook Blog - NYTimes.com
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