World’s Largest Ad Firm To Double Its Twitter Spend

World's Largest Ad Firm To Double Its Twitter Spend

In a signal that advertising on Twitter might be becoming more mainstream, the world’s largest advertising firm just announced that it would be doubling its Twitter ad spend.

WPP, the largest advertising company in the world, will double the amount that it spends on Twitter ads on behalf of its clients this year, according to its CEO Martin Sorrell.

In 2013, the company spent $50 million on Twitter ads, which it will double to $100 million in 2014.

Sorrell also said that Twitter (along with YouTube), was the most effective social media advertising platform for one of its largest clients. And with a client list that includes the likes of Ford and Gillette, that’s saying something.

However, he did express some confusion about what Twitter actually is, questioning whether the platform was “morphing into something else.”

This move is in line with industry predictions that Twitter advertising will double by 2015. And, although Twitter doesn’t compare with Facebook or Google in terms of online advertising spends, it does exceed LinkedIn.

WPP announced a global partnership with Twitter last summer. According to the press release at the time:

“The partnership will see the launch of new data products and services, the integration of Twitter data into key WPP media and analytics platforms, training for staff in the application of these new capabilities and a partnership approach to key clients and markets.”

The partnership is most likely bearing fruit, as the advertising firm is now doubling down on its Twitter investments for its clients.

(Advertising image via Shutterstock)