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.

Tags social mediainternetbusiness issuesadvertisingtwittersocial networkingInternet-based applications and services

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?