In an annual 10-K report filed this morning on February 29, 2016, Twitter cited “live streaming video” as its top priority in 2016, saying that the category is “a strong complement to the live nature of Twitter.” And those efforts in live video will serve users and advertisers alike.
The company’s first advertising objective in the year ahead is to build “a rich canvas for marketers by incorporating additional features such as video into our Promoted Products,” according to the company’s 10-K. In the fourth quarter of last year, Twitter said, “ad engagements increased 153%” over the year prior, driven by “growth in video ad engagements.” Accordingly, operating expenses around video should increase as Twitter develops more “infrastructure to continue to reliably store, serve and analyze this content,” the company said.
Twitter has made substantial moves in video lately, including an ad campaign that highlighted the careers of six prominent video creators amid the rise of its first video meme, #DamnDaniel (which has subsequently been wiped out in a hack attack.) The company also says that video viewership has grown by 220x over the past year. And last month, the company wove Periscope into users’ timelines — a move that gives Twitter “the ability to integrate [streaming] into our revenue products,” it said.
However, the company still doesn’t monetize videos on either of its two major video properties, Periscope or Vine. While Twitter sells pre-roll ads against native videos, on Periscope and Vine it has instead focused on branded content, pairing influences with marketers and then promoting the ensuing video content within Twitter itself.
The dispute between TikTok and the United States government is headed to the courts (again). After…
Adams started streaming in 2018, and he quickly rose up the ranks through a brash…
MrBeast continues to show us that he's in a league of his own as far as…
Issa Rae's new company wants to hook up creators and brands for "deeper relationships" beyond…
MrBeast is reportedly ending his exclusive relationship with management company Night. Two people familiar with…
Peloton is dismissing a chunk of its workforce, including its top executive. Barry McCarthy announced that he is…