Twitter expands European advertising network

Twitter expanded after experiencing 'tremendous growth' in the region, it said

Twitter has expanded its advertising network to 12 mostly central and eastern European markets, the company said Tuesday.

With the addition of the new markets, Twitter Ads is now available in 35 countries in Europe, the Middle East and Africa through direct sales support teams and reseller partnerships, the company said in a blog post.

The new countries include Austria, Bulgaria, Croatia, Czech Republic, Macedonia, Romania, Serbia, Bosnia & Herzegovina, Ukraine, Slovenia, Switzerland and Portugal. Twitter decided to expand after experiencing "tremendous growth" in the region over the past year, it said.

The social network has been building a strong advertising business, which was reflected when it more than doubled its sales in this year's second quarter. However, while sales were up the company still didn't manage to turn a profit and reported a net loss of US$145 million.

Most of Twitter's sales stem from ads that look like tweets placed in user's streams.

The company has been expanding its promoted tweets options in the past year. In late June, for instance, it rolled out a way for companies to pitch their mobile apps in promoted tweets with a feature that automatically adds Google Play and App Store links to the sponsored tweets. This allows users to directly download an app from Twitter.

Earlier this month, Twitter launched a beta test with promoted videos, allowing its customers to show videos in promoted tweets. They can be viewed with one tap and the ads can be shown on a cost per view basis.

Loek is Amsterdam Correspondent and covers online privacy, intellectual property, open-source and online payment issues for the IDG News Service. Follow him on Twitter at @loekessers or email tips and comments to loek_essers@idg.com

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