Zecco, an online brokerage firm today announced early success from its involvement in Twitter’s Promoted Tweets program. Over the past two months, Zecco sampled 50 Promoted Tweets and measured their effectiveness. In comparison to regular Tweets that come out of its official account, It saw an average 50% increase in engagement with Promoted Tweets and 200 to 300% increases in some cases. Considering Zecco deals with a smaller audience compared to other niches, the actual engagement levels are expected to be higher for broader and more popular niches. 
This is probably the first time any advertiser has come out with the results of Promoted Tweets program. The fact that the program has increased the engagement by 50% -300% tells you how important the Promoted Tweet program is going to be for both the advertisers and Twitter. The best part about the promoted tweets is its non obtrusive, which means it does hinder user’s Twitter experience. The promoted tweets appear at the top of the search result page similar to ads that appear at the top in Google Search.
Over the years, we’ve resisted introducing a traditional Web advertising model because we wanted to optimize for value before profit.- Evan Williams, Twitter’s co-founder
It will be interesting to see which ad formats will the advertisers go for, the earlybird, Worldwide trends or the Promoted Tweets. The choice will zero down to what advertisers want from their advertising campaign. If they are out to sell some stuff, they will probably prefer @earlybird account but if they want to create more noise on Twitter space, Promoted Tweets is the appropriate selection.
The Promoted Tweet results will be closely monitored by other advertisers who prefer traditional advertising medium like Google ads. Other major brands who have used his Promoted Tweets to advertise include Coca-Cola, Disney/Pixar, Ford Motors, JetBlue and Turner Broadcasting Systems.
