Twitter Starts Slowly Rolling Out Self-Serve Ads

The rumor mill was right about this one: Twitter has finally launched its version of self-serve ads. Only (like everything Twitter does), it looks like it’s going to be a very slow process to get it out to the masses.

According to reports from All Things D, Twitter is currently testing an ad program that will allow advertisers buy ads directly from Twitter without having to run their purchase through a sales rep.

Before now, whenever an advertiser wanted to buy a Promoted Tweet, Trend or Account, they had to fill out a form and discuss the details with a sales representative at Twitter.

This new self-serve platform means that advertisers will now be able to choose their ad products, set a price and duration, and pay for their campaign directly through their web browser.

However, Twitter’s philosophy of doing things slowly, so very slowly applies to their self-serve ads, too.

All Things D explains that only a handful of advertisers have access to the program, and it is still in test mode. Currently, Promoted Tweets and Accounts may be purchased, but no other ad product at the moment.

Still, it is a big step forward for a company still trying to justify an $8 billion valuation. While a Promoted Trend that shows up in global results can cost upwards of $100,000, Twitter must make its other products affordable for the small and medium sized business as well.

Twitter’s public relations rep spoke to All Things D via email about the new service, confirming the “slow and steady” methodology:

“Last month, Twitter began testing self-service advertising with a handful of existing advertisers. These advertisers can now set up and run their own Promoted Products campaigns and pay via a credit card.

As with all of our advertising efforts, we’re starting small, testing carefully and making improvements as we learn what works. We will slowly roll this capability out to more advertisers in the coming weeks and months.”

(Image: Dmitriy Aseev via Shutterstock)

Publish date: December 1, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT