Saturday April 20, 2019
Home Business Twitter to al...

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

0
//

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.

NewsGram brings to you current foreign news from all over the world.

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.”

NewsGram brings to you top news around the world today.

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.

Check out NewsGram for latest international news updates.

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)

Next Story

Micro-blogging Site Twitter to Bring ‘Hide Replies’ Feature in June

“We are updating our rules in the next few weeks so they’re shorter, simpler and easier to understand,” they added

0
TWitter
The logo for Twitter is displayed above a trading post on the floor of the New York Stock Exchange. vOA

As part of the efforts to make its platform appear less toxic, Twitter is planning to give people an option to hide replies to their tweets, thereby giving users more control over the nature of conversation they would like to have on the platform.

“Starting in June, we’ll be experimenting with ways to give people more control over their conversations by giving them an option to hide replies to their Tweets,” Donald Hicks, Vice President, Twitter Service and David Gasca, Twitter’s Senior Director, Product Management, Health, wrote in a blog post on Tuesday.

While the feature has the potential to make trolls invisible, it could make it difficult for users to correct wrong statements made by others.

Other social media platforms like Facebook and Instagram already give users much more power in terms of dealing with the comments to their posts, including the option to delete them.

Twitter last year said that making the platform free of abuse, spam and other things that distract from the public conversation is its top priority.

The microblogging site on Tuesday said it had got a lot faster and better at curbing abusive behaviour and hateful content.

Twitter, India, Smartphone
Twitter on a smartphone device. Pixabay

“This time last year, 0 per cent of potentially abusive content was flagged to our teams for review proactively. Today, by using technology, 38 per cent of abusive content that’s enforced is surfaced proactively for human review instead of relying on reports from people using Twitter,” Hicks and Gasca wrote.

“The same technology we use to track spam, platform manipulation and other rule violations is helping us flag abusive Tweets to our team for review,” they said.

Twitter said 100,000 accounts were suspended for creating new accounts after a suspension during January-March 2019 — a 45 per cent increase from the same time last year.

Also Read- Mozilla Questions Apple’s Privacy Practice

With a focus on reviewing this type of content, Twitter said it had expanded its teams in key areas and geographies.

“We’ll make it easier for people who use Twitter to share specifics when reporting so we can take action faster, especially when it comes to protecting people’s physical safety,” Hicks and Gasca wrote.

“We are updating our rules in the next few weeks so they’re shorter, simpler and easier to understand,” they added. (IANS)