Sky will be advertising the third series of Glee, which starts on Sky tonight sponsored by Cadbury Diary Milk, after moving from Channel 4.
Sky will be followed by a number of other UK advertisers including BT, Electronic Arts, Eurostar and Paramount Pictures UK.
Twitter said that it would roll out all of its promoted products in the coming months and stressed that its philosophy around advertising will always put its users first and that it will work to create products that “enrich the Twitter experience for every Twitter user”. The reassurance will assuage some critics who have been concerned that an influx of ads will change Twitter for the worse.
The launch of the first UK Promoted Tweets comes just over a year after Twitter introduced its suite of advertising products, which include, Promoted Tweets, Promoted Trends and Promoted Accounts.
Until now they had only been available to US advertisers and directed at Twitter’s global audience.
“Starting today, that changes. UK brands can now geo-target all of our Promoted Products, making it easier to reach local users with more geographically relevant content.
“We’re happy to be working with Sky who is using this new functionality to help spread the word about the latest season of Glee, launching today in the UK.
“Other than being huge Gleeks ourselves, we’re excited they’re using our full suite of Promoted Products to increase awareness of and conversation around the show among people in the UK. Check out @gleeonsky, #gleeonsky, and look for their Promoted Tweets,” Twitter said.