Launches in the region as MENA user base triples in 12 months.
Twitter started enhancing its Promoted Products advertising service back in February, introducing the platform to mobile, and Reuters reports the initiative is launching in the Middle East and North Africa (MENA).
Pepsi and Saudi operator Etihad Etisalat have been confirmed as clients, while Egypt-based Connect Ads has been assigned with supporting the launch.
Digital ads account for around four per cent of the total ad spend in the region, and the mini-blog site is looking to enhance growth as its MENA user base has tripled in the past year.
Shailesh Rao, VP for international operations, Twitter, said: "The two are interconnected - the rapid growth of our user base with the timing of why we want to help brands connect with that audience."
Mohamed El Mehairy, MD, Connect Ads, added: "Social media advertising is totally different because it relies on what people say. It's about two-way, not one-way, communication."
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