Twitter's take on TV: 'We make it better'

Twitter's Kevin Weil speaks out on the company's TV advertising efforts

Twitter, with an IPO looming, needs to make money. To do that, a key focus is being placed on advertising and promoted content around television, the company signaled on Tuesday.

Twitter offers two advertising products geared around TV: TV ad targeting, which lets advertisers place tweets in users' feeds when they tweet about TV; and Amplify, which pairs video content with ads from select broadcasters.

Those products will be a key element in the company's efforts to turn a profit in the years ahead.

"We really believe that Twitter and TV are complementary platforms, and we can make the TV experience better with Twitter," said Kevin Weil, VP of revenue products at Twitter.

"Twitter makes TV better, and TV makes Twitter better," the executive said, speaking Tuesday at the Ad Age Digital Conference in San Francisco, an event that drew hundreds of advertising executives from across the country.

Combining Twitter with TV, he said, "is an area we've really been focusing on at the company."

Twitter's sales are strong but the company is losing money, its recent IPO documents revealed.

The social network generated revenue of US$317 million in 2012, almost three times what it made in 2011. But the company also posted a net loss of $79 million last year, and a loss of $128 million the year before that.

Advertising comprised 85 percent of Twitter's total sales in 2012.

Conversations abound on Twitter around innumerable topics, but lately the company has taken an interest in monetizing digital chatter around TV. By becoming a "second screen" to traditional TV programming, the site hopes that users will engage more with advertising content if it is delivered to them while they are already tweeting about shows.

Recent data from Nielsen suggests that Twitter might be on the right track. Over the past two years more people in the U.S. are using Twitter to talk about shows, according to the research company.

Twitter has looked to other companies to help it build out its TV-related advertising products. Its acquisition of Bluefin Labs, for instance, was aimed to incorporate more social data into sponsored content.

"We saw an opportunity to build a great TV targeting product," Weil said of that acquisition.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in