140Proof to monetize Twitter feeds

Working on the theory that tweets are already ads, the platform gives marketers the ability to build customized audiences based on the number of followers a consumer has, publicly tweeted keywords and other targeting algorithms.

140Proof CEO Jon Elvekrog said, "140Proof allows marketers to access Twitter users with a social object - a tweeted ad - inserted into the user's timelines. When the consumer is interacting with the client either through mobile, online or on desktop, they can be reached with the ad. They can retweet, ask questions about the product or click."

Elvekrog went on to say the platform can virtually look into what consumers are tweeting and then match those consumers with relevant marketer ads. The platform offers both contextual and location based targeting to begin. From there, marketers can choose specific demographics, keyword mentions, influence level (number of followers) and other targeting options. What marketers need to remember is their main goal: do they want to increase followers, increase conversions, offer more product information or some other goal.

"There are a number of shifts going on," said Mr. Elvekrog. "There are branded social pages but then there are brands on social networks who can't scale those campaigns. 140Proof allows the marketer to scale the campaign. We allow the brand to plug in to the consumer base with a specific message and product."

With 140Proof marketers can either create their own Twitter ads from scratch or utilize 140Proof's creative to have a customized campaign built for the Twitter marketplace.

Tags: 140Proof, social marketing, social networks, tweets, Twitter