Magazine article Marketing

Twitter: UK Companies 'Driving Ad Innovation'

Magazine article Marketing

Twitter: UK Companies 'Driving Ad Innovation'

Article excerpt

UK brands are 'leading the charge' in the way they use Twitter's ad products, according to Tony Wang, the social-media platform's UK boss.

More than 140 brands, many from the FMCG sector, have invested in advertising on Twitter since it launched paid-for opportunities in the UK last September.

Speaking to Marketing one year after the launch of Twitter's UK office, Wang said UK brands are using its products, which include Promoted Tweets, Trends and Accounts, in 'really creative ways'.

'They are setting a lot of standards which are being benchmarked internally,' he said, referring to campaigns by brands such as O2, Starbucks and Cadbury.

'Ones that offer interesting content are rewarded with higher levels of engagement than you see in pretty much any other online advertising.'

Wang refused to break down revenues and declined to comment on pricings, but claimed that Twitter is recording 'healthy growth' from all three types of ad product. …

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