Twitter's move into Advertising Interesting but not yet Revolutionary

Marketers are realising the full extent of the value of Promoted Tweets, an econsultancy blogger has indicated.

Patricio Robles revealed that they have worked well for several big name firms, including the likes of Red Bull and Virgin America.

He believes that Twitter gives marketers the opportunity to do something "interesting" with their campaigns.

"But I'm not convinced that the glowing reviews Promoted Tweets are receiving publicly indicate that Promoted Tweets is the holy grail Twitter and marketers have been looking for," the writer stated.

Mr Robles believes that the true value of this marketing medium will be determined by the return on investment received from them.

It is unlikely that they will prove as successful as Google's AdWords service any time soon, but how well it is truly performing will become evident in the near future, the expert added.

Data from Nielsen shows that compared to user activity on social networking sites last year, Facebook and Twitter posted gains of 69 per cent and 45 per cent respectively in the US.

On a worldwide basis, the total minutes spent on social networks monthly saw a more than 100 per cent gain over the same time last year.