Twitter Doubles Down on Video Strategy to Attract Advertisers
Twitter is making a bold move to revitalize its advertising business by showcasing new original series and live video offerings at the 2017 IAB Newfronts conference. This marks Twitter’s debut at the prestigious digital content event, signaling its intensified focus on premium video content.
Why Newfronts Matters for Twitter
- First-Time Participation: Twitter joins industry heavyweights like Facebook, YouTube, and Hulu at this key advertising conference
- Video-Centric Pitch: The company will highlight 2017’s slate of original programming and live streaming initiatives
- Revenue Imperative: Comes as Twitter seeks to reverse declining ad sales ($638M last quarter) through its most profitable format
“Our significant video investments now culminate in this Newfronts showcase,” said Matthew Derella, Twitter’s VP of Global Revenue. “We’re committed to enhancing video experiences, content development, and advertiser solutions.”
Twitter’s Video Track Record and Future Plans
The platform has already established strong video credentials:
- 600+ hours of premium live video streamed last quarter
- 400+ major events covered, including:
- NFL Thursday Night Football
- MLB and NHL games
- Political conventions (CBS livestreams)
- Bloomberg financial coverage
While compe*****s focus on content hubs, Twitter differentiates through:
- Real-time conversation integration
- Live event synergy
- Creator collaborations (potential new focus area)
What Advertisers Can Expect
Though specifics remain under wraps, Twitter will likely expand:
- News and sports programming (building on 2016 successes)
- Entertainment verticals
- Creator-driven content
- Enhanced ad products like Amplify and First View
The Bigger Picture: Twitter’s Video Bet
Recent developments suggest a comprehensive video push:
- New API capability: Reported plans to let media companies stream directly to Twitter
- Platform-wide focus: Video now drives Twitter’s largest ad revenue segment
- Perception shift: Aims to combat ‘lost cause’ narrative by demonstrating diverse ad opportunities
Industry analysts will watch Newfronts closely for signs Twitter can:
- Attract major brand dollars
- Differentiate from social video compe*****s
- Translate live events into consistent ad revenue
Should the pitch succeed, Twitter may replicate its presentation at other marketing events throughout 2017.
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