Auto classified sites, Twitter is competitor

Posted by on Jun 10, 2011 in Automotive

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According to a just-published report by ClickZ, Twitter is realizing a significant bit of revenue from auto advertising.  Twitter CRO Adam Bain told  ClickZ that in Q1 of 2011 twelve percent of its revenue came from auto marketers.  Most popular is Twitter’s Promoted Accounts program.

“Promoted accounts are one of the best hidden secrets of the platform,” Bain said. “Unlike trends, they’re based on targeting. If the marketer understands the value of a certain type of customer, they can bid really effectively. “Each marketer knows how much a follower is worth to them, and once they’ve acquired that follower, brands can keep marketing to them.”

While the average auction price that advertisers pay Twitter for each follower is around $10, auto advertisers have paid up to $70.  These advertisers seem happy with Twitter, as 80 percent of them come back time and again.   Nissan, Volkswagen and Mercedes are the most prominent repeat advertisers.

Here’s the whole story from ClickZ.

Written by Sharon Hill

Sharon Hill has been a senior writer / analyst with the AIM Group since 2004, except for a two-year time-out to serve as sales and marketing manager for Suburban Newspapers of America. She worked at newspapers in California, the Carolinas and Indiana as a classified advertising sales supervisor and manager, and in newspaper circulation in Alaska. At the SNA, she was responsible for bringing in new members; lining up exhibitors, and helping develop programs for the classified conference and the classified alliance. She is also co-author of “Implementing and Managing Telework: A Guide for those who make it Happen” (Praeger Press) and a prolific blogger and social media user. She is based in Phoenix.

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