Within two months of its partnership with Starcomm Mediavest group, Twitter had now entered into a global strategic partnership with Starcomm rival WPP.
With this deal WPP will be looking to tap in Twitter for data-driven marketing. WPP companies will also be leveraging Twitter data across a number of initiatives to deliver more effective campaigns, enhanced targeting and more real-time insight to clients.
Twitter has now proved its status of a media company rather than a just a social network. It has been working hard to boost its ad revenue, and had recently launched redesigned business site. WPP will be leveraging Twitter’s platform in a for its clients around the world.
Twitter advertising works for brands being billed when people follow their Promoted Account or retweet, reply, favorite or click on the Promoted Tweets other than organic activity on Twitter. Advertisers just need to set their maximum daily budget, after it crosses the limit, Twitter automatically stops showing ads.
Previously, Twitter ads were on invite only basis, but in April this year Twitter made it open for all users, and could be targeted based on keywords within the tweets.
Dick Costolo, Twitter CEO, said that they are excited about the partnership. “As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities,” he added.
The agreement spans several WPP units – including GroupM, media investment management company, Kantar, WPP’s consumer insight business, and digital agencies such as Wunderman. Many new data products and services will also be launched in the coming times. WPP is one of the world’s largest ad-company with $16.5 billion in revenues.
The partnership will also help GroupM client investments on Twitter’s platform – particularly in markets like Western Europe, Japan, Turkey, Mexico and Brazil, in addition to the United States.
Twitter is expected to hit $950 million in revenue in 2014, that too largely coming from ads.