by Kris Ankarlo
Campaign pros are taking a wait-and-see approach when it comes to advertising on Twitter.
Political advertising hit the microblogging site for the first time late last month with four presidential campaigns and some major party committees taking part in Twitter’s pilot program. Among those who have already run sponsored tweets: the presidential campaign of former Massachusetts Gov. Mitt Romney and the Democratic Senatorial Campaign Committee.
The political advertisements follow a format similar to corporate sponsored tweets—promoted political tweets and accounts will appear with a purple “promoted” button beneath them. An FEC disclaimer appears when users roll over the promoted tweet with their cursor.
Earlier this week, Twitter also launched an advertising blog and an account called @TwitterAds with the goal of keeping people in the know about Twitter’s burgeoning ad options.
As it builds up its political sales team, Twitter says the program will be expanded to include additional campaigns and offerings as the 2012 cycle heats up. When that happens, the question for campaigns is not only how to approach advertising on the medium, but whether or not it holds real value.