Twitter Planning New Ads Strategy To Boost Revenue
According to the Wall Street Journal, microblogging platform Twitter is planning new ad strategy that will boost its revenue. The company is reportedly planning to sell ads within third-party applications; this according to the Wall Street Journal will expand Twitter’s advertising revenue.
“Advertisers and agency executives said that was a big focus of Twitter’s pitch during CES this week,” writes the WSJ. “The company wants to be able to eventually make the claim that it delivers the ‘largest daily audience online.’”
Quoting a person familiar with the matter, the WSJ reports that the company is planning to sell ads within streams of tweets: The social media company is planning to sell ads within streams of tweets on other publishers’ apps and websites.”
No mention of which publishers has signed up for this, but the report did say that references were made to ESPN’s Sports Center app and Flipboard during the meeting. However, it is reported that Twitter and ESPN have been discussing the possibility of the idea.
The revenue accruing from the ads will be shared between the microblogging company and the publishers, people familiar with the matter revealed to WSJ. However, the report also said that the company’s spokesperson did not respond to a request for comment.
Twitter is aiming to lay claim to being able to deliver the “largest daily audience online,” according to the report; and recently spoke to investors on the size of its audience of its content outside the company’s large user base. This, according to advertisers and company executives was Twitter’s major focus during the CES.
In a related development, Twitter is reportedly making plans to sell ads outside its platform as its sales team walked advertisers at the CES through its video plans. The company’s plan is to encourage users, advertisers and media organizations to upload videos directly to Twitter. The WSJ reports that users of the social network should start seeing more videos, play automatically in their fields in the next couple of months. Users will have a choice to click to play the videos in their entirety as reported by Ad Age not quite long ago.
Twitter, according to the report, will push forward preview of related a small video while people are watching videos. This will encourage viewers to watch multiple clips in a single session according to a person said to be familiar with the matter. The outcome of this effort could help advertisers who are looking to convey serialized stories, ad buyers revealed.