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Twitter Advertising with "John Doe" More Successful Than with Celebrities

Statistics from Magpie reveal that in-stream advertising from “John Doe” is considerably more favored by recipients than ads published amid tweets by celebrities.

Berlin, Germany, December 07, 2009 --( Recently there has been a lot of buzz surrounding celebrities who are selling advertising space in their Twitter timelines. Statistics from Magpie – Twitter’s first advertising network – reveal, however, that in-stream advertising from “John Doe” is considerably more favored by recipients than an ad published amid tweets by those on the celebrity circuit.

"Our network has always been open to everyone – we don’t purchase celebrities", explains Jan Schulz-Hofen, CEO of Magpie & Friends Ltd., the company behind the Magpie network. "That’s why people on Twitter see in-stream advertising from Magpie as being more genuine. They tend to already have formed an opinion through television and the general media regarding what they think of celebrity endorsements”.

Magpie asserts that the smaller communities on Twitter have much closer and more genuine personal connections than those of celebrities. Accordingly, they are inclined to listen to their friends significantly more carefully. A sponsored message in such an environment therefore generally receives much higher click-throughs. "Getting advertising right means being relevant and informative. It does not mean plain sales-pitches", argues Boris Ruf, co-founder of Magpie.

The Magpie network is alone among its rivals to provide fine-grained targeting mechanisms that essentially operate in a similar way to Google AdWords. Rather than simply selecting from a list of celebrities, advertisers can define their target profile using keywords and other relevant criteria. Magpie then selects matching Twitter users and engages them to spread the word.

As a member of the Word of Mouth Marketing Association (WOMMA), a self-regulating trade association devoted to ethical and socially respected word of mouth marketing, Magpie gives both advertisers and Twitter users 100% control over displayed ads. It was also the first Twitter ad network to introduce full disclosure. "On Twitter, a brand's reputation can be easily jeopardized when this is done wrong", contends Ruf. "Less experienced advertising companies on Twitter often don't have the know-how that we've built up". This is a fact that corporations such as Heineken, Vodafone, Tetrapak, Deutsche Post, Cadbury Wispa and Microsoft Xbox value and therefore place their trust in Magpie for their Twitter advertising.

About Magpie
Magpie was launched in October 2008 as the first advertising network on Twitter. The platform enables advertisers to create relevant, controlled and individualized sponsored conversations on Twitter in a mutually beneficial partnership with twitterers. Twitterers are provided with the opportunity to monetize their Twitter accounts in a transparent way and with 100% control over the published ads. Magpie is accessible to businesses of all sizes, the network has the capacity to support large-scale global branding initiatives down to small budget campaigns. For more information:

Press contact
Markus Woltmann - slant‘
Ackerstr. 23-26
10115 Berlin, Germany
Phone: +49 (0)30 36 44 11 04
Email: markus{at}slant{dot}de

Contact Information
Magpie & Friends Ltd
Phoebe Jamieson
+1 (212) 372-7004

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