Frontrunners Stumble, Meanwhile Twitter Picks Up The Mobile Advertising Pace

Facebook’s lack of a game plan in mobile is hurting their stock price. Google too stuggles to get an advertising foothold in the explosive mobile space. But there is one company with mobile users who don’t mind clicking on ads. Twitter has only been offering mobile ads in earnest since April, but already the San Francisco company has a case study to share with the press and the world.

According to The Wall Street Journal, P.F. Chang’s spent just $25,000 to pitch a Lunar New Year promotion to people on Twitter.

That small investment went a long way, as nearly one million people clicked, recirculated or otherwise interacted with the brand’s Twitter ad. Of those people, roughly 70% did so from mobile devices rather than computers.

Twitter says its mobile-advertising business is working because a company can easily convert any tweet into an ad. Look at the Tweet from @PFChangs that I clipped to showcase here. This Tweet can be “promoted” to a Promoted Tweet and just like that, the brand’s has a mobile-friendly product ad for Shrimp with Candied Walnuts.

The Journal also spoke to Jay Zaveri, vice president of product and marketing at CloudOn’s, a Palo Alto, Calif., business-software company that ran ads on Twitter which helped generate close to 10,000 downloads of its free document-software app. About 2.5 of every 100 ads resulted in an app download. “It’s been a very good experience,” Zaveri said.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.