This could be the case according to a diligent spy, who sent us detailed info that outlines Twitter’s plans to spend $25 million in advertising this year across all channels. The “2012 Media Concept Plan” includes a handful of options and each one is broken down into tiers. Tier one, for example, includes two :30 spots (one for national broadcast TV, one for national broadcast and cable TV), national digital/mobile efforts such as roadblocks and preroll on key affinity sites (NYTimes, People, etc.), event advertising and of course, print including “premium placement spreads [and] editorial integrations.”
Our source says that the microblogging service will hold a meeting around the last week of this month with the board of directors and a final decision will be made. While the hopes are to launch the marketing effort in conjunction with the Academy Awards, given time constraints, it appears that March Madness could be a more likely launch pad. Our sources adds that Twitter’s plan “is to culminate with over $10MM in spend around the Olympics.” We’re of course checking with the company to see what’s panning out, and who its agency partners will be if any should this 2012 campaign get the green light.