It looks like Twitter has launched its new ad space. Again, a social media outlet has to resort to traditional marketing methods to begin justifying itself to its venture capital backers.
But Twitter’s business model is one in which it is basically just a database, rather than a website portal for information. Many of us never go to Twitter.com. And it would be interesting to know how many people actually use third party tools for all of their accessing of Twitter. In my case, I do all of my work in HootSuite and other apps that just access Twitter feeds.
So, how long before Twitter advertisers figure this out?
Not only are these ads on a page that probably doesn’t get viewed much, but also, their static position at the bottom of the page will probably create a Twitter ad avoidance area (ad avoidance being the area of web pages that users learn to avoid once they become established as advertising areas).
For those of you that haven’t seen the ads yet, I have highlighted one in yellow below:
Not that I am baiting Twitter to start throwing these ads directly into your thread, but I really think its the only way they will be able to show value to their advertisers. In adding ads to your thread, they force you to have to look through legitimate posts and figure out which ones are ads…thus reducing avoidance and issues with people not going to the Twitter website But I think they are worried that doing this will upset the apple cart all together and that people will see Twitter as a spam engine…thus causing some people to give up on the medium.
I truly believe making revenue will continue to be the biggest issue facing the social media giants for the next couple of years.
For the advertiser though, in this case (using Twitterspeak), I’d say #adfail.