Twitter’s decision to launch online ads on its search results through its new Promoted Tweets feature should see its traffic from mobile devices go from "strength to strength", according to one observer.
Tom Ollerton, a member of the Internet Advertising Bureau, said that social media as a whole has become one of the major drivers of mobile internet use worldwide.
According to Twitter co-founder Biz Stone, Promoted Tweets will allow selected advertisers to have their messages displayed at the top of the site’s search results pages.
In order to keep their place, the ads will have to "resonate" with users and if Promoted Tweets are not replied to, favoured or Retweeted, they will disappear, he added.
Mr Ollerton said that as companies like Starbucks are among the first wave of Promoted Tweet advertisers, the new feature should pay for itself in terms of online PR alone.
However, he warned: "It won’t always be the talk of the town and this new ad model alone will not ensure the survival of Twitter."
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