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BizReport : Social Marketing : July 13, 2010

Twitvid's SocialAds - lots of Tweets but not cheap

Video hosting service TwitVid believes Twitter is now big enough to support its own video ad network. To this end they launched a stand-alone network earlier this week - SocialAds - an alternative to traditional pre-roll ad formats.

by Helen Leggatt

twitvid.jpgIn a nutshell, the objective of SocialAds is to collect Followers and Tweets for an advertiser which, in turn, elevates their social media presence. SocialAds is ingeniously simple and a welcome alternative to pre-roll and overlay formats, particularly within short video clips.

According to TwitVid, a private beta test of SocialAds led to 400 new Followers in under an hour for some unnamed brands, with 2% of ad viewers going on to Follow the brand.

A bonus for advertisers is the ability to keep track of campaign performance via detailed analytics such as who is Following, who is Retweeting and which ads deliver results.

Another key selling point is the partnerships forged with celebrities and brands, such as Britney Spears, Justin Bieber, the NBA and PGA, who have all chosen TwitVid as their Twitter video platform.

So, what about cost? For a start, advertisers will like the control they have over cost as SocialAds runs on a price-per-action basis. Set costs are in place for Follows and Tweets.

So far, so good.

But, and it's a big but, advertising via SocialAds won't be cheap. Bidding begins at $1 per new Follower and $0.75 per Retweet.

"We all know that any sort of artificial Follower inflation is less effective than organic growth on a per-Follower basis, so we have to understand that these prices are for damaged goods," observes Alex Wilhelm of "Next, Followers tend to Unfollow accounts that they joined up with for non-organic reasons. Finally, those are the lowest prices possible, they will only go up."

Tags: online video, social ads, social advertising, social marketing, social media, Twitter

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