Twitter does not provide a regional breakdown of its more than 200 million users worldwide, but Rao said its MENA subscriber base had tripled in the past 12 months.
The company has recruited Egypt's Connect Ads, which is ultimately owned by Cairo-listed Orascom Telecom Media and Technology, to launch advertising initially in Egypt, Saudi Arabia, Pakistan, Kuwait and the United Arab Emirates.
Pepsi and Saudi telecom operator Etihad Etisalat (Mobily) are among its confirmed clients, the company said.
Twitter says the products it promotes typically have an audience response rate of 1 to 3 percent, significantly higher than traditional advertising rate of 0.1 to 0.5 percent.
"Social media advertising is totally different because it relies on what people say. It's about two-way, not one-way, communication," said Mohamed El Mehairy, Connect Ads managing director.
(editing by Jane Baird)
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