Twitter, Connect Ads launch ‘unique’ suite in ME
Promoted tweets, hash tags will ‘match message with interested parties’
Digital media and technology solutions provider Connect Ads and Twitter Inc today announced the official launch of Twitter's advertising services in the MENA region, where Connect Ads will act as Twitter's official partner.
Both companies will work to promote Twitter's suite of advertising and sales products at a time when analysts talk of the social media company's anticipated 2014 IPO. Earlier this month The Guardian reported that Greencrest, a financial analyst firm specialising in pre-public companies, estimated Twitter's worth at $11bn.
The messaging platform saw sustained growth in 2012 reaching a current base of 200 million users and 400 million tweets per day. In the MENA region Twitter's users tripled during that period. The micro-blogging site offers Arabic speakers the opportunity to tweet in their own language and has gained some high-profile users over the past few years, including rulers, senior government officials, sportsmen, poets, writers, academics and celebrities.
"Twitter is a key player in social media and [now] advertisers [will have] the opportunity to associate their message with [that brand]," said Mohamed El Mehairy, managing director, Connect Ads.
Connected Ads will help Twitter deliver three principle services that are together referred to as Promoted Products. The first, Promoted Tweets, allows the promotion of tweets and stacks the promoted item at the top of the timeline. The tweet only appears to a user if Twitter's algorithms deem it relevant.
With Promoted Trends a brand can message every user that logs into Twitter in a certain geographical region within a 24-hour period. Use of the service places the customer message at the top of Twitter's Trending Topics list for 24 hours. When a user clicks on the Promoted Trend they are taken to a search result page where a Promoted Tweet from the customer ranks top and the other results are contents that includes the Promoted Trend hash tag.
Promoted Accounts is a way to message to Twitter users that a particular brand has an account on Twitter and is designed to help with the growth of followers.