You can place Twitter ads in Media Agency’s Turi2 tweets now – Here’s why you shouldn’t


German media advertising agency turi2 has announced that you can henceforth place ads in their tweets. They will cost EUR 250 minus 20% direct booking discount.

Having 2.360 followers they probably thought they could give it a try.

Considering US-American Twitter users with 10 to 100 times more followers than turi2, this might be a bit questionable, but is it maybe still worth a try?

No, it’s not!

It seems to me that they’re just trying to exploit the recent (but warrantable) hype around the service Twitter in Germany.
Twitter has been in the Tagesschau, there were articles in the Sueddeutsche and in the Wirtschaftswoche among other print media.

So some people who don’t know anything about online-marketing might think something like “Wow, this is new, this is getting media attention – let’s jump on the bandwagon!”

Negative feedback is already there and there will be more to come

These ‘not internet affine’ people should be warned. First of all, it’s very likely that Turi2 will get negative feedback in the blogosphere, as well as on Twitter. Sascha, for example, already commented that he has unfollowed the turi2 account without further ado.

The Return on Investment of Turi2 Ads is at least questionable

Let’s do some maths (wow, I’d never have thought I’d ever say or write that throughout my life).

Turi2 has 2.360 followers and charges EUR 250 per ad tweet. Let’s disregard the branding effect of that tweet and assume a generous click-rate of 10%.

Having ~450 followers, that’s pretty much the click-rate I am having when I post a more or less interesting link on my Twitter account. My Tweets are also displayed on Facebook though and my followers know that I’m not getting paid to post links ;-)

So that’d be ~ 240 clicks for a Turi2 ad tweet, therefore costing ~ EUR 1,04 per click. At the moment you’re primarily reaching a more or less tech-savvy crowd of followers as Twitter is currently in the early majority phase, if at all.

The #1 position AdWords CPC for the keyword phrase “billig telefonieren”, which roughly translates to “Cheap calls” is currently at EUR 0,76 on Google and EUR 0,96 on Yahoo with ~ 66.550 monthly searches.

So, correct me if I’m wrong, but:

Why should anyone pay EUR 250 for a tweet of a Twitter account with 2.360 followers, where you don’t even know the clickrate?
I wouldn’t. Even if I got the 20% direct booking discount ;)

I’m also quite sure that there will hardly be any multiplier effects – or would you retweet an advertisement?

Looking forward to reading your views on that! I’m ready to be taught otherwise.

Btw: I’m still redesigning my blog from scratch – sorry for the current theme. Should hopefully be done within this week I suppose.