Last month Google started testing a new form of display ad that integrates realtime updates from Twitter into the AdWords ad delivery platform.
A few advertisers have been invited to test this new format, which includes the Twitter logo in the left hand corner of the ad. These ads will appear on the Google content network, and will feature the latest tweet from the advertiser’s selected Twitter account in a box in the centre. A button on the right side of the ad says “Follow on Twitter”.
Users that click the button become followers of the advertised Twitter stream automatically without having to move away from the page.
The ads are connected to the Twitter account of the advertiser, thus allowing dynamic insertion of all tweets. If the user clicks on any part of the ad other than the ‘Follow on Twitter’ button, he is automatically linked to the advertisers Twitter page. If the user clicks on any part of the ad other than the ‘Follow on Twitter’ button, he is automatically linked to the advertisers Twitter page.
While Google has not made any announcements about this beta test, an Oslo based advertising firm Qualité Search Marketing has said that they were invited by Google to join the test on May 7 and have seen a modest increase in the number of followers.
A Google spokesperson has said that “To provide more marketing opportunities for our advertisers to reach users in moments that are relevant and useful to them, we are currently testing different ways that allow advertisers to better update their ads in real time,”
Neither Google nor Twitter have commented on the financial arrangements between them regarding this new display format.