Does this violate end-user expectations of the micro-blogging service, which might cause a drop in use? Or is it the message size increase a smart business move to lure advertisers?
Twitter's basic ad unit is a tweet, which is why the company says it is having early success with mobile ads. But advertisers want more than just 140 characters, and Twitter is happy to help them out there, too.
That was the point of the TV ads Twitter bought Sunday -- to showcase what marketers can do when they get their hands on an actual Twitter webpage. And that is what Twitter hopes to point out in high-profile ad campaigns to come.
Twitter's NASCAR campaign shows what Twitter can do with a single keyword term -- and, presumably, what an advertiser can do once they purchase that keyword for a day (or more?). But Twitter has been steadily amping up what advertisers can do on Twitter.com for a couple years.