Feeds

Twitter man: Tweet ad demand exceeds supply

'Twad math looks good'

New hybrid storage solutions

Twitter founder Evan Williams says that demand is far outstripping supply on the company's fledgling ad platforms.

"Our biggest challenge right now is that there's way too much demand for the supply," he said – predictably – on Wednesday evening at the Web 2.0 Summit in downtown San Francisco. "We've been ramping up our sales team to get more people in the door. We've kept it small, and we've purposely kept it small, so we can test very throughly and learn from what's happening and get feedback from the advertisers."

He said that the company is serving about 40 advertisers at the moment, but that this will grow to "hundreds" by the end of the year.

The company now sells "promoted tweets," which turn up in Twitter search results; "promoted trends," which pop up in the site's "trending topics," a list of the most popular subjects on the micro-blogging service; and "promoted accounts," which appear in the list of Twitter accounts the site suggests you should follow. Williams said that a promoted trend – where an advertiser can pay for a place on the service's list of most topics – "increases conversation about [the topic at hand] three to six times."

Asked if the company had a "strong" revenue model, Williams said: "The math looks good." Naturally. "The advertisers keep coming back and they want to buy more," he continued. "It's been better than we expected."

Asked how much it relied on Tweet-sharing partnerships for revenue, Williams indicated this isn't all that important. Over the past year, the company has inked deals with Google, Microsoft, and Yahoo! to supply these outfits with access to the Twitter "fire hose" – i.e. the service's endless stream of mini-messages – but Williams said that Twitter doesn't see such deals as a major source of revenue.

"We've got way more demand than we can service for that data," he said. "The point of those deals was never primarily about revenue. We believe that it was good to give more distribution of the tweets. Because the whole point of [the big search engines] is to help people know what's going on in the world and that's where people are going in many cases to find out what's going on, so we thought it was a win-win for us and the search engines to get this distribution...

"But we didn't set this up to be a big revenue model." ®

Security for virtualized datacentres

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
JINGS! Microsoft Bing called Scots indyref RIGHT!
Redmond sporran metrics get one in the ten ring
Driving with an Apple Watch could land you with a £100 FINE
Bad news for tech-addicted fanbois behind the wheel
Murdoch to Europe: Inflict MORE PAIN on Google, please
'Platform for piracy' must be punished, or it'll kill us in FIVE YEARS
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Sony says year's losses will be FOUR TIMES DEEPER than thought
Losses of more than $2 BILLION loom over troubled Japanese corp
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Why Oracle CEO Larry Ellison had to go ... Except he hasn't
Silicon Valley's veteran seadog in piratical Putin impression
Big Content Australia just blew a big hole in its credibility
AHEDA's research on average content prices did not expose methodology, so appears less than rigourous
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.