Starbucks, Virgin America and Best Buy are among the first to buy ads on Twitter, The New York Times reports. Twitter is calling the ads Promoted Tweets.

Starbucks, Virgin America and Best Buy are among the first to buy ads on Twitter, The New York Times reports. Twitter is calling the ads Promoted Tweets.

“When a Twitter user searches for a word an advertiser bought, the promoted message will show up at the top of the results, even if it was written much earlier,” the New York Times story says. “The ads will also be a way for companies to enter the conversation when it turns negative.”

After years of running little advertising, Starbucks has recently begun buying billboards, full-page ads in newspapers and magazines — and is putting more resources into Facebook, Twitter and other online marketing efforts.