Twitter said on Thursday that ads from companies, known as Promoted Tweets, will now show up at or near the top of users’ timelines.
Twitter introduced Promoted Tweets more than a year ago, but so far they have only shown up when people search Twitter for relevant keywords. When someone searches “movie,” for instance, the top post is sponsored by Hewlett-Packard, advertising its TouchPad and MovieStore app.
Now those types of paid Twitter posts will show up in users’ main Twitter streams, if the user already follows the company or organization. Twitter says that the ads will appear only once, and can be easily removed by clicking the word “dismiss” below the post.
Twitter had 400 million unique visitors to its site last month, according to the company, not counting the other ways that people access Twitter, such as through cellphone apps. But it is still experimenting with how to make money off all those visits. In addition to Promoted Tweets, Twitter sells two other kinds of ads — Promoted Trends, which show up in the list of trending topics, and Promoted Accounts, which show up in the list of whom to follow.
“When we decide to follow a favorite brand, business or charitable organization, we expect to be among the first to get a special announcement, access to exclusive content or a great offer,” Twitter wrote in a company blog post. “That’s why starting today, we’re introducing a way to ensure that the most important tweets from the organizations you follow reach you directly.”
Dick Costolo, Twitter’s chief executive, said last week at the Fortune Brainstorm Tech conference that the number of advertisers, which was in the low hundreds last year, had increased sevenfold, and that 80 percent of brands renew their campaigns.
“Along any axis you want to measure the financial health of the company, it’s going according to plan,” Mr. Costolo said at the conference, held in Aspen, Colo. “This ability to edit and manage a campaign in real time as it happens has never existed globally before.”
Initial advertisers for in-stream ads include Dell, Gatorade, Best Western, JetBlue and Starbucks. Twitter will also show Promoted Tweets from some nonprofit organizations that users follow.
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