Financial Times
Most advertisers are paying Twitter $1 to $4 for each new follower gained through a “promoted accounts” campaign, while some are paying more than $10. That’s one of several facts uncovered in Tim Bradshaw and Richard Waters’ detailed look at the state of advertising on Twitter, where they say companies spent $100 million to $150 million last year.
The article quotes some who are more skeptical, including Mark Read of WPP Digital advertising firm: “Twitter is more of a journalistic than a marketing phenomenon. If you talk to newspaper editors and people in the media, they are obsessed.” Twitter’s revenue chief Adam Bain asks for time: “Twitter the product is five years old, [but] Twitter the business is just slightly over a year old.”
Related: Tim Tebow’s game-winning touchdown pass on Sunday sets a tweets-per-second record (@Twitter) || Earlier: Twitter charges $120,000 a day for promoted trends (Poynter.org) | Lawsuit values Twitter followers at $2.50 per follower, per month (Poynter.org)
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