It was only in April 2010 that Twitter first announced promoted tweets as a new way for marketers to advertise. It appears three years is a long time online, as Twitter is now the fifth biggest digital ad platform on the planet.

The big four

The news was revealed in ZenithOptimedia's influential advertising forcast about global adspend.

ZenithOptimedia's global CEO Steve King discussed the results in a recent interview with Beet.tv.

“When you're talking about the digital landscape, there are four dominant players that everyone knows – Google, Yahoo, Facebook and Microsoft.

“Those four companies represent about $49 billion out of the $77 billion of ad spend that's generated. In fifth place would be Twitter, but still some way behind those companies.”

Gaining traction

While Twitter may be a way off from challenging the big four, the result marks an incredible ascendency.

Twitter has vigorously explored a number of new marketing options for individual traders, SME's and large brands.

For example, Twitter is now experimenting with locations-based ads for retailers, while also partnering with BBC America and Fox with a TV ad targeting program.

Moving on

Twitter is also moving beyond 140 characters and into video. Its video app Vine recently passed Instagram on Twitter for most shared content, while Twitter recently debuted #FollowMe, a service that lets users create a video of their Twitter profile.

If Twitter's ad offering continues to grow along with its user base it may move closer to a top four position – provided it can balance increased ads with preserving the user experience.

Check out SMK’s upcoming industry leading training courses in: Melbourne, Sydney, Brisbane, Perth, Canberra, Auckland, Adelaide and Wellington.

Also, browse through hundreds of online social media video tutorials on eSMK Facebook, Twitter, LinkedIn, YouTube and more!!