Rumor: Sina Microblog to Release New Ad Product

Techweb, 7/19/12

An industry source has revealed that Chinese internet company Sina's (Nasdaq: SINA) Weibo microblogging platform is currently testing a new advertising format enabling updates from corporate microblogs to appear at the top of followers' pages, similar to paid search ads from Chinese internet company Baidu (Nasdaq: BIDU).

Ad posts will appear at the top of Weibo users' timelines when they log in, and will be placed lower in their timelines upon refreshing. One ad post per corporate microblog per 24-hour period will be displayed.

The lower left-hand corner of ad posts will contain a notice, "from Weibo Ads." Corporate microblogs can post an unlimited number of ad posts per day. BMW China, Chinese online travel service provider Ctrip (Nasdaq: CTRP), and other companies are already using the new ad format. A customer service representative for Sina Weibo's advertising division said that the beta is currently open only to invited Weibo partners, and that the company is not selling ad space to the general public at present.

Keywords: online advertising SNS advertising Internet Sina microblogging

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