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's the point of the TV ads Twitter bought yesterday to showcase what marketers can do when they get their hands on an actual Twitter Web page. And that's 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.