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2014 FIFA World Cup in focus: Twitter kicks off auction for ad packages

2014 FIFA World Cup in focus: Twitter kicks off auction for ad packages
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Twitter is arming itself with new strategies to stimulate support for the 2014 FIFA World Cup. The micro-blogging platform will start mobilizing on selling ad packages for FIFA-centered trends later this month―11 months earlier than the highly anticipated sporting event.

 
According to Ad Age, Twitter will be conducting a blind auction for promoted trends to be overseen by PricewaterhouseCoopers. Cotton Delo, writing for Ad Age, states that the auction will offer four FIFA global reach advertising bundles: one gold, one silver, and two bronze packages.

 
“The gold package includes six promoted trends to run on six days, including the dates of the final game and one of the semi-final games,” writes Delo. “Its rate card value is $3.6 million, given the assumption that global promoted trends will be sold for $600,000 next summer. Its reserve price is $3.06 million.”
Promoted trends always land atop the list of topics trending on Twitter and are the only ad unit that can be purchased for a flat fee. Promoted tweets and accounts, by comparison, are regularly purchased at auctions and targeted to specific segments.

 

This would be the first time that the social media giant will be setting up an auction specifically for a big-budget event. The campaign is also seen as a potential measure of how well Twitter will perform in procuring once-in-a-blue-moon inventory from equally important events like the Olympics, the Oscars, or the Super Bowl in the coming years.

 

Held every four years, FIFA sees dozens of national teams competing for a trophy over the course of one month. The 2014 tournament will be held in Brazil and will run from June 12 to July 13, 2014.

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