Twitter Targets 100 Top UK Advertisers

Twitter has launched a campaign to boost its advertising revenue by targeting up to 100 of Britain's biggest companies.

The micro-blogging site is looking for a London-based campaign strategist to "align" advertisers' media plans to incorporate spending on Twitter.

"We need a strategic analyst to help scale the Twitter advertising business in the UK," the job advert says.

"The focus will be 50-100 of the UK's largest advertising clients."

Twitter is trying to build advertising revenue ahead of its planned flotation in the US either in late 2013 or next year.

"This is a very interesting role to integrate itself in the bigger conversation with the major advertisers in Europe," branding expert Mark Borkowski told Sky News.

"It is an interesting time for this role but the bottom line is advertising is challenged at the moment and there is a changing face of how to spend budgets."

Twitter's UK subsidiary's currently earns income by selling services to its immediate parent based in Dublin, which is ultimately controlled by the San Francisco-based firm.

It also recently advertised for a tax manager for its Irish base, which is responsible for operations across the whole of Europe, the Middle East and Africa.

The tax manager role was to "implement and monitor transfer pricing strategy".

Twitter advertised for a tax manager in July for its European operations

Transfer pricing is used by corporations to minimise potential tax burdens, by effectively registering the sale of goods or services abroad.

Twitter's US parent revealed in flotation documents recently lodged with the Security and Exchange Commission that it gained 87% of its revenue in 2012 - $317m (£200m) - through advertising.

But the company said that it lost $69.3m in the first six months of 2013, compared with a loss of $49.1m for the same period last year.

Twitter had more than 215 million active users as of the end of June, up 44% from the previous year - compared to Facebook's nearly 1.2 billion and LinkedIn's 240 million.

Mr Borkowski added: "Twitter's problem is scale. Only 1% of people tweet and it is not a mass-market medium, so it doesn't have scale and there are privacy concerns of how it uses data.

"Twitter does have influence but big advertising budgets are about getting to millions of people's attention and old fashioned advertising still works."

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