Has any Irish advertiser yet tried advertising on Twitter? Not many, is the short answer. Many brands and companies are active on Twitter but few big brand advertisers in Ireland regularly pay for a Twitter ‘promotion’. It’s just too expensive. Twitter offers three types of advertising: Promoted Tweets, Promoted Trends and Promoted Accounts. It costs over €80,000 for a promoted trend – for one day. Promoted Tweets are an option for those with smaller budgets but seriously, who reads these?
Twitter’s attempts to find a business model? Rhetorical as you like.
Twitter is ‘for the people, by the people’, and advertisers are, by and large, made to feel unwelcome.
Twitter’s latest plans to offer an automated ad-buying system for small businesses could lead to a torrent of new advertising for the platform. It’s doubtful, however, that most of Twitter’s 200 million users will think this is a good thing.
At present, small businesses must go to Twitter’s sales team to advertise but the sales team isn’t large enough to field all the requests. So, Twitter is doing exactly what Facebook did – it is creating a ‘turnkey’ ad solution for SMEs that will be rolled out later this year.
eMarketer estimates that Twitter will earn ad revenues of $150 million this year — about the same amount Facebook made in 2007, when it got serious about selling ads.
In April, Twitter rolled out geo-targeting, which lets marketers buy ads by country. Twitter is also said to be preparing to insert paid messages (ads) into the user timeline. So who knows, Twitter may yet become part of the big Irish brands’ media plans? Or not, to be honest.

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