Twitter Signs New Ad Deal with WPP (and Updates TweetDeck)

tweetdeck logoTwitter has been quietly working behind the scenes to continue improving its service. They haven’t been in the news with any big stories lately. Recently the riots and protests in Turkey have put Twitter back in the spotlight for the entire world. But yesterday and this morning news broke with two big developments out of Twitter which businesses and agencies should pay attention to.

Twitter Signs with WPP

As Peter Kafka writes for All Things D, back in April “Twitter linked up with ad giant Starcom” and now they’ve inked a deal “with Starcom’s rival WPP.” There hasn’t been any discussion of the dollar value in relation to the WPP deal, but the deal with Starcom back in April was believed to be worth hundreds of millions of dollars over the next few years.

WPP has global reach in marketing and advertising services. They’ve got a lot of reach in the global market and so does Twitter, as it’s one of the least technologically demanding (but still very effective) platforms that businesses and agencies can use to reach customers.

So What?

Basically what the deal means is that WPP is going to be relying on Twitter a lot more. That means they will be spending more money on Twitter and Twitter is going to be more than happy to make that as easy as possible for WPP and its clients. Many are predicting this deal is part of a pattern leading up to Twitter going public. Ville Heiskanen hints at this, writing for Bloomberg that the deal is part of an effort by Twitter to expand “its revenue sources in a bid to reach $1 billion in sales by 2014.”

If Ville is right, 2014 might be the year that Twitter goes public, or it could even be late in 2013. If that’s the case, Twitter will have to focus even more on providing advertising options to businesses and agencies to continue its upward revenue trend. That means the platform will continue to be an effective one for businesses and agencies to reach consumers. As long as Twitter doesn’t do much to hurt the user experience, I can only imagine their user base continuing to grow in the future as well.

TweetDeck Updated for the Better

Not wanting to leave users out when it comes to good news (actually it was probably just a coincidence) Twitter also just released updates to the popular TweetDeck. TweetDeck is one of the most popular ways to post statuses on Twitter. It’s great for businesses and agencies as it can make managing your marketing and branding efforts on Twitter a lot easier through scheduling and other perks.

So what changed? According to Stephanie Mlot on PC Mag, “The update provides a sort of Diet TweetDeck experience – a “lighter and simpler” design.” Twitter has simply made the interface easier on the eyes and easier to use. The top menu has moved to the left of the screen in a condensed mode and overall the “new TweetDeck is awash in white, resembling dashboard competitors like Hootsuite and SocialFlow” as Lance Ulanoff writes on Mashable. Twitter is still focusing primarily on the web version of TweetDeck though.

A Good Day for Twitter

It looks to me like Twitter has had a good day for developments. The new ad deal will no doubt play an important role in any future IPO possibilities. Furthermore, they’ve shown that they are still working to improve the user side of Twitter. The next year is going to be an interesting one for Twitter.

Do you think the deal with WPP is a sign that Twitter is planning to go public soon?

The following two tabs change content below.
Patrick currently lives in Somerville, Massachusetts, where he is studying for a Master's Degree in Intercultural Relations. Upon graduation from Penn State in 2008, he spent two years overseas in Kyrgyzstan with the U.S. Peace Corps. While writing is currently his chosen way to put food on the table, he loves fitness and exercise, which he believes makes up for his avid computer gaming habit.

Related Posts:

Share This