Twitter is making a strong push with its advertising by expanding its promoted ad products into 50 countries, with an emphasis on Western Europe and Latin America, but ruled out the possibility of large display ads appearing on the site.
According to Marketing Magazine, Twitter chief executive Dick Costolo has ruled out the possibility of moving towards large display ad formats on the site, referring to promoted ads as the site's main advertising model. Countries such as Brazil, Germany and Spain will get access to Twitter's ad products: Promoted tweets, promoted account and promoted trends.
Both Costolo and Twitter founder and executive chairman Jack Dorsey said that the company wouldn't be rushed into an IPO and that they can choose when Twitter's ready to expand both its advertising services and any fundraising events. Costolo expanded on this point by saying that the company would pace themselves as they roll out the business, stating that the company never considers short-term revenue streams and would only concentrate on improving the user experience.
Focusing on advertising on Twitter, Costolo urged brands and their ad agencies to consider real-time marketing by combining Twitter with TV advertising to help improve their campaign success. He said that brands should plan campaigns for what's happening now instead of planning for the future.
Both Costolo and Dorsey were speaking at the Cannes Lions Festival 2012. Twitter has teamed up with the event and given it its own hashtag brand page #CannesLions, making it the second event to do this after NASCAR was the first. While the company claims that generating revenue isn't their primary concern, Twitter did reveal that its mobile revenue exceeds desktop revenue at times earlier this month.