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TWITTER ADS ARE GETTING, UM, MORE NOTICEABLE

By - November 14, 2013

Note: Somehow this post was deleted from my CMS. I am reposting it now.

Two of my favorite companies in the world are Twitter and American Express. I have literally dozens of good pals at both. So this is said with love (and a bit more pointedly at Twitter than Amex, which is just one of many advertisers I’ve encountered in the situation described below. And Amex is one of the most innovative marketers on the planet, so again, much respect).

But here goes: I’m seeing too much image-heavy promoted tweets in my feed when I first come to the service. Here’s a picture:

prmotedtwtr

Seeing a big display ad (because let’s be clear, that’s what this is) is fine the first few times I come to the site. But after a while, it gets in the way – especially if it’s  inconsistent with my expectations of the service. The tweet above was first posted on November 4th – more than a week ago. Twitter is all about what’s happening now – it’s not about an ongoing promotion with reach and frequency goals. This is probably the fifth time I’ve seen this ad, and that’s not good for anyone – not the publisher, not the platform, and not the user. Now, if the creative had changed, that’s something to talk about. And if it was relevant to what was happening now…even better. But the same message, five times in ten days? That’s an old model that doesn’t translate so well to Twitter, I’d warrant.

Just making an observation – I know the algorithms – and the content creators – are hard at work fixing this problem. What do you think?

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  • John Overley

    Yes, agree on the Twitter ad content and display. Another HUGE nuisance are the “video ads” you are required to watch before you get to see your clip. So 10 clips=10 ads just to wathch your clip. Going back to “print myself”.

    • johnbattelle

      Huh, have not seen those video ads?

      • John Overley

        Not on Twitter, I mean in general on the web.Any place you go if you see an item you want to review /read ETC, you have to watch a “video AD first.” I put them on mute, but it is a pain in the axx.

        • johnbattelle

          Ah, yes. That’s everywhere.

  • dave

    I noticed twitter recently started showing full images within the feed when users post pictures, rather than just the link to the image. This was clearly a precursor to get people used to the twitter= text+images paradigm so that some of those images could become ads…

    • johnbattelle

      Yes sir, you got it. Though it’s also useful to see stuff quickly, whether advert or not.

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