As any good AdWords agency knows, you have to be careful when running keyword and content targeted display ads. If not, you run the risk of having your ads appear next to a tragic event or a breaking news story, resulting in really ill-timed and inappropriate ad placement.
Promoted tweets on Twitter are no different as FX Networks is finding out when their promoted tweets for their new series The Bridge were showcased along with breaking news of the I-5 bridge collapse in Skagit Valley near Mount Vernon, WA.
Suffice to say, having a promoted tweet that reads, “Over The Bridge, not only the secrets are buried.” run along side breaking news for a bridge collapse where it was first reported that cars and people were under water certainly falls into the ill-timed and inappropriate category of ad display.
It’s OK, FX, we still love you.
— The Bridge (@TheBridgeFX) May 23, 2013