Twitter Arrives As Player In Big-time Brand Advertising

In sharp contrast to Google, which initially built its businesses mostly by persuading thousands of small companies to buy "direct response" ads, Twitter's emerging strategy focuses on selling elaborate brand campaigns to major marketers such as Procter & Gamble Co and Verizon Communications. The Olympics have presented a prime opportunity for Twitter to position itself as a new media channel that complements TV broadcasts — and carries the big-name ads to match.

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