The Straits Times
Published on Oct 11, 2012

Twitter says its ads pay off for political candidates


WASHINGTON (AFP) - Twitter released a study on Wednesday showing its paid messages pay off for political candidates, not only in garnering attention but in driving campaign contributions.

The study by the marketing firm Compete found the average Twitter user was 68 per cent more likely to visit a campaign donation page than the average Internet user.

The likelihood increases when Twitter users are exposed to political tweets either from those they follow or "promoted" or paid messages.

"Twitter users exposed to any of these kinds of political tweets are almost twice as likely (97 per cent) as other Twitter users to visit an online political donation page," said Twitter's head of political ad sales, Mr Peter Greenberger.