Thursday, 22 September 2011
Twitter has launched its advertising product in the UK with Sky becoming the first brand to use it.
Sky will use Twitter’s full suite of advertising products called Promoted Products, having been bought via Twitter’s UK ad sales team.
Some ad formats, such as Promoted Tweets and Accounts, could already be geo-targeted via the global sales team in the US, but now UK brands can also use Promoted Trends, which place brand sponsored trends among localised trending topics.
Twitter will follow the Sky campaign with ads from selected partners including BT, Electronic Arts, Eurostar and Paramount over the next few weeks to test how they work with the UK audience.
Twitter said a wider roll out of its Promoted Products would “follow in the coming months”.
Tony Wang, Twitter UK general manager, said, “With a local team now in place to support the demand that we’ve seen, we look forward to making our suite of Promoted Products available to a wider audience of UK marketers in the coming months.
“This has been a particularly good year for Twitter in the UK,” he added. “We have seen rapidly growing usage, with a 95% increase in active users since the first of the year.”
The campaign for Sky will run today to promote the new series of TV show Glee, which airs tonight.
Twitter first announced its intentions to expand its commercial products outside the US earlier in the year and has been building a UK sales office in London over the past few months, headed up by Tony Wang
