AP Provides Sponsored Tweets During CES
The Associated Press announced today that Samsung will be the first company to provide sponsored tweets to the news agency's primary Twitter account, https://twitter.com/ap.
The innovative advertising will appear twice a day this week (Jan. 7-11), timed with the 2013 International CES — the consumer electronics show — in Las Vegas.
The effort builds on AP's expansion into new advertising for mobile and social media.
The AP's flagship Twitter account has more than 1.5 million followers. The tweets will be labeled "SPONSORED TWEETS" and the content for those tweets will be provided by Samsung and handled by staff outside the AP newsroom.
The AP developed internal guidelines in recent months so that it may build new business models in the new media landscape without compromising its newsroom values and principles.
"We are thrilled to be taking this next step in social media," said Lou Ferrara, the AP managing editor overseeing the newsroom social media efforts. "As an industry, we must be looking for new ways to develop revenues while providing good experiences for advertisers and consumers. At the same time, advertisers and audiences expect AP to do that without compromising its core mission of breaking news."
AP publishes selected content to some social media platforms only after it sends the news to members and customers.