14.00 -0.04 (-0.28%)
After hours: 7:20PM EST
|Bid||0.00 x 0|
|Ask||0.00 x 0|
|Day's range||13.82 - 14.24|
|52-week range||11.28 - 29.44|
|PE ratio (TTM)||N/A|
|Forward dividend & yield||N/A (N/A)|
|1y target est||12.29|
As Twitter (TWTR) works to attract both big brands and small businesses to advertise on its platform, one of the things the company has had to do is balance the interests of these groups of marketers so that they can all derive value from its platform. Since the interests of large and small advertisers do not exactly align, creating value for them has meant trying to understand what each group of advertisers wants. Twitter has figured out how to balance the interests of large and small advertisers on its platform, the company’s chief financial officer, Ned Segal, said when he spoke at a recent UBS technology conference.
Twitter’s (TWTR) top 100 global advertisers increased their spending on the platform by 23% YoY (year-over-year) in 3Q17. What are big advertisers seeing on Twitter that encourages them to spend much more money on the platform? It turns out Twitter is getting it right in terms of ROI (return on investment) and ad measurements, and this is inspiring marketers to increase their advertising budgets to pitch to its audience.
In recent months, Twitter has signed dozens of live video partnerships, with about 30 live video deals inked in 3Q17 alone—ten of them being international deals. Twitter closed 3Q17 with 261 million international monthly active users. Before it launched a dedicated video section called Watch last year, Facebook had been talking favorably about progress in its live video offerings.
Twitter’s (TWTR) video library has continued to expand, with its lineup now including sports, news, live, and on-demand videos in a variety of categories. While reporting its 3Q17 results, Twitter said that strength in its video segment was one of its key revenue drivers in the quarter. Twitter’s chief financial officer, Ned Segal, addressed this issue when he spoke at the recent UBS technology (QQQ) conference.
Twitter (TWTR) is showing a strong appetite for video, with the company announcing ~30 new live video partnerships in 3Q17 (ten of them being international deals). The company said it streamed more than 830 live events in 3Q17, with 74% of those events reaching its global audience of 330 million users. Twitter’s video push is consistent with the strategies of its social media peers such as Facebook (FB), Alphabet’s (GOOGL) Google, and Snap (SNAP), which are also investing heavily in video to capitalize on the growing digital video advertising market.
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In about six months, Facebook’s photo-sharing app, Instagram, doubled its active advertiser base to 2.0 million. Facebook’s chief marketing officer, Gary Briggs, spoke at a recent technology (QQQ) summit hosted by Wells Fargo. According to Briggs, the number of business pages on Facebook is more than ten times the number of advertisers on the platform today.