Twitter’s ‘Promoted Trends’ Revolutionize Online Advertising (TheBVX 6/22/2010)

With its new Promoted Tweets system, Twitter defies advertisement gravity – it pays the bills by helping companies effectively market their products, while only targeting consumers who are already interested. How’s that for the best of both worlds?

Aside from Super Bowl Sunday commercials, the general timing of advertisements in the media sucks. Who cares about car insurance when you’re trying to see the judge’s verdict at the end of a “Law & Order” episode? And why must I endure all of those Viagra Internet pop-ups just to see the score of the Lakers game? But, sadly, ads are a necessary evil because the revenue keeps your favorite magazinens and TV shows in circulation and on the air.

Now someone else is getting the hang of this ad thing. Four years after its 2006 birth, Twitter is on the path to making money without disturbing its users, who make the social networking platform worth so much in the first place.

Last week, Twitter began the first phase of testing promoted Trends: brands that pay for their names to appear right below the home page’s high traffic Trending Topics area, where users can find Twitter’s most-talked-about items. Clicking on Promoted Trends does the same thing that clickingn a regular Trending Topic does, by retrieving all public Tweets with that brand’s name. Plus, that company’s official Twitter handle gets preferential placement in the search results.

What does this mean for Tweeters?

No tacky Disney Pixar wallpapers to distract us while we’re digging up articles on the BP oil spill. instead, we’ll see “Toy Story 3” seamlessly listed alongside the other trendingn topics, and we’ll only find more info on the film if we want.

How do advertisers benefit?

They can dismiss worries that their audience is going to instantly forget their company while Tweeting because their name comes up with information that users already see. And even though searches drudge up numerous reactions, the first thing users will see comes straight from the horse’s mouth. The system expands the benefits of modern product placement – you didn’t think those General Motors vehicles in “Transformers 2” were a coincidence, did you? C’mon son! (c) Ed Lover – and cuts out the desperate feel of intermittent ads flailing for attention.

Remember the Chappelle’s Show episode that acted like the Internet was a real place, in which Dave was punching pop-up ads Floyd Mayweather-style? That’s child play compared to my usual dismantling of online ads. But if you can put me on to your product without disturbing my groove, then we’ll get along just fine.