18 November 2010 | Author: J. Morton News Editor
Twitter chief executive Evan Williams told attendees of the Web 2.0 Conference the company's advertising strategy - represented by Promoted Tweets, Trends and Accounts, as well as its new inline ads - has been a rousing success.
So much of a success, Williams said, that the company has more ad space than ads to fill it with.
"Our biggest challenge right now is that there's way too much demand for the supply," he told a crowd gathered Wednesday evening. "We've been ramping up our sales team to get more people in the door. We've kept it small, and we've purposely kept it small, so we can test very thoroughly and learn from what's happening and get feedback from the advertisers."
The microblogging magnate said the current stable of around 40 advertisers would expand to somewhere in the hundreds by the end of the year, as Twitter opens the service up more fully to the market.
Twitter, in an effort to form a steadier or more profitable business plan, launched Promoted Tweets, which displays certain tweets as advertisements in search results pages. This was quickly followed by Promoted Trends, which places advertised hashtag topics in the 'trending' category, and Promoted Accounts, which suggest user profiles relevant to users.
Williams said placing a topic in the Promoted Trends section "increases conversation about [the topic] three to six times."
These initiatives have, in turn, led to an improved revenue model for the company, he said.
"The math looks good," Williams said. "The advertisers keep coming back and they want to buy more - it's been better than we expected."
Keep 'em coming: CEO says there's more demand than supply for Twitter ads
Twitter chief executive Evan Williams told attendees of the Web 2.0 Conference the company's advertising strategy - represented by Promoted Tweets, Trends and Accounts, as well as its new inline ads - has been a rousing success.So much of a success, Williams said, that the company has more ad space than ads to fill it with.
"Our biggest challenge right now is that there's way too much demand for the supply," he told a crowd gathered Wednesday evening. "We've been ramping up our sales team to get more people in the door. We've kept it small, and we've purposely kept it small, so we can test very thoroughly and learn from what's happening and get feedback from the advertisers."
The microblogging magnate said the current stable of around 40 advertisers would expand to somewhere in the hundreds by the end of the year, as Twitter opens the service up more fully to the market.
Twitter, in an effort to form a steadier or more profitable business plan, launched Promoted Tweets, which displays certain tweets as advertisements in search results pages. This was quickly followed by Promoted Trends, which places advertised hashtag topics in the 'trending' category, and Promoted Accounts, which suggest user profiles relevant to users.
Williams said placing a topic in the Promoted Trends section "increases conversation about [the topic] three to six times."
These initiatives have, in turn, led to an improved revenue model for the company, he said.
"The math looks good," Williams said. "The advertisers keep coming back and they want to buy more - it's been better than we expected."
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