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Twitter to allow brands to buy commercials on its video streams for Periscope

Twitter is allowing a select group of advertisers to purchase pre-roll videos, meaning those that run prior to the publishers’ content, on Periscope streams

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March 30, 2017: Twitter, trying to boost its sagging advertising revenue, will allow brands to buy commercials on its video streams for Periscope, signaling a major push to make money off the live-streaming platform, the company announced on Tuesday morning.

With sponsors growing more wary of exactly what kind of online videos their ads are being placed against, Twitter is allowing a select group of advertisers to purchase pre-roll videos, meaning those that run prior to the publishers’ content, on Periscope streams.

Twitter acquired Periscope in 2015.

Google’s YouTube, long the dominant force for online video ad dollars, has seen an exodus from brands upset to find their ads running alongside anti-Semitic and other videos that shocked customers. Companies that left included Verizon Communications, AT&T Inc and Johnson & Johnson.

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YouTube’s selling process automatically places ads next to videos that meet the criteria for the audience advertisers want to reach, but the Alphabet unit has had difficulty policing the vast array of videos that are uploaded.

Twitter is only offering up a select group of publishers for brands to buy ads against, which will let advertisers know exactly where their ads are showing up. “This is the solution to that problem,” Matthew Derella, Twitter’s vice president of global revenue and operations, told Reuters. “We believe the advertiser should have control.”

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The video ads will only be seen when viewed within Twitter’s platform. Twitter allowed for Periscope streams to be integrated within Twitter last year. The advertisers will be able to purchase ads on Periscope videos through Twitter’s Amplify program.

Until now, Twitter has monetized Periscope by relying on brands to purchase Promoted Tweets, which are placed in user feeds, even for those who do not follow the company on Twitter. The goal is to draw more attention whenever the company is live-streaming something on Periscope.

Twitter is looking to turn around its sagging fortunes. Its stock has slumped 8 percent so far this year as investors have worried about slowed user and advertising revenue growth, along with mounting competition from Facebook Inc’s Instagram, and Snap Inc’s Snapchat.

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In the fourth quarter of 2016, Twitter posted the slowest revenue growth since it went public four years earlier, and revenue from advertising fell from a year earlier. The company warned that advertising revenue growth would continue to lag user growth during 2017. The company is also considering a paid subscription offering. (VOA)

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Facebook, Twitter Introduce New Guidelines For Political Ads

If people see an ad which they believe has political content and is not labelled, they can report back to Facebook

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Facebook, Twitter Introduce New Guidelines For Political Ads
Facebook, Twitter Introduce New Guidelines For Political Ads. Pixabay

In a fresh attempt to prevent foreign interference in elections globally, Facebook and Twitter have announced new guidelines for political advertisements on their platforms, beginning with the US.

Facebook has begun labelling all political and issue ads, including a “Paid for by” disclosure from the advertiser at the top of the advertisement.

Advertisers wanting to run ads with political content in the US will also need to verify their identity and location, the social media giant said in a blog post late Thursday.

Twitter on the other hand is asking advertisers who wish to target the US with political campaigning ads to file for certification and adhere to fresh rules.

Also Read: Twitter Will Add Special Labels to Political Candidates in US

The changes, currently introduced in the US, are aimed at preventing a situation like the 2016 US presidential election when Russian advertisers created fake posts and bought ads to interfere in the election process.

According to Rob Leathern, Director of Product Management at Facebook, “when you click on the label, you’ll be taken to an archive with more information. For example, the campaign budget associated with an individual ad and how many people saw it — including their age, location and gender”.

If people see an ad which they believe has political content and is not labelled, they can report back to Facebook.

Representational image.
Representational image. Pixabay

To do so, just tap the three dots at the top right-hand corner of the ad, select “report”, and then “it refers to a political candidate or issue”.

“Facebook will review the ad, and if it falls under our Political Advertising policy, we’ll take it down and add it to the archive,” Leathern wrote.

The advertiser will then be banned from running ads with political content until they complete Facebook’s authorisation process.

Twitter said that in addition to its Ads policies, “all political advertisers must comply with applicable laws regarding disclosure and content requirements, eligibility restrictions, and blackout dates for the countries where they advertise”.

Also Read: Facebook Unveils Three-pronged Strategy to Fight Fake News

The policy applies to ads purchased by a political committee or candidate registered with the Federal Election Commission (FEC) or ads advocating for or against a clearly identified candidate for Federal office in the US.

Foreign nationals are prohibited from targeting political campaigning advertisements to the US, Twitter said.

The Twitter handle associated with the certified ads account must provide profile photo, header photo and the website must be consistent with the Twitter handle’s online presence.

“Bio must include a website that provides valid contact info. If the handle name is not related to the certified entity, the bio must include the following disclaimer: ‘Owned by (certified entity name)’,” said Twitter. (IANS)