Twitter boss: UK brands 'driving ad innovation'

Tony Wang: Twitter UK general manager
Tony Wang: Twitter UK general manager

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.

Agency sources claim the minimum spend for brands using Twitter is £20,000 for a 24-hour Promoted Account, meaning the site is likely to have raised an estimated £3m in adspend in the UK so far.

In the first public figures from Twitter UK, Wang revealed that 80% of its 10m UK users are active on mobile, compared with 55% worldwide. 

Paul Evans, head of media at Xbox, said his brand’s experience of using Promoted Tweets was ‘very positive’. However, he warned of the need for brands to keep evaluating campaign performance.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message