Twitter's Bruce Daisley refutes Sir Martin Sorrell's claim that it isn't an advertising platform
Twitter’s Bruce Daisley has refuted the claim by Sir Martin Sorrell that the platform is not an advertising platform.
Speaking at The Albion Society event Twitter 2013 and Beyond yesterday, Daisley, the UK sales director of Twitter, spoke to the gathered audience about the power of the platform in terms of its ability to interact with a TV audience and deliver advertisers.
In concluding the discussion, Daisley referenced WPP CEO Sir Martin’s claim that the platform was not one for advertising on, but one that was more effective as a PR tool.
"It’s very effective word of mouth," Sorrell told Harvard Business Review last month. "We did analyses of the Twitter feeds every day, and it’s very, very potent...I think because it’s limited in terms of number of characters, it reduces communication to superficialities and lacks depth."
Daisley was discussing Twitters APIs, stating that the platform was able to allow brands to prepare in advance for marketing in the moment. He added that the average engagement of internet ads is 0.05 per cent of internet ads – one ad in every 2,000.
“We see an average engagement of Twitter ads of between one to three per cent, largely because of the relevance it has to its audience,” Daisley added. “As an advertising environment it seems to me to be achieving more than what Sir Martin Sorrell was saying.”
A video highlighting some of Daisley’s points about Twitter and its value as an advertising engagement tool can be viewed above.
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