March 30, 2017
YouTube has been getting pushback from marketers for placing their ads next to offensive videos. Twitter, which will begin a trial of advertising on Periscope, isn’t making the same mistake. In fact, the company is letting advertisers have complete control over where their message appears. With Periscope’s live feed, which has covered crimes and other violence, that’s a difficult promise to keep. But Twitter vice president Matt Derella assures advertisers they will be able to control and scale their ads.
Bloomberg reports that Twitter has a “program to work directly with certain publishers, such as media organizations and influencers,” and will share advertising revenue with “those top-tier creators.” Periscope’s trial period will be invitation-only.
The company’s pre-roll ads have a chance to catch on, winning the company market share, in an environment where “YouTube works to repair relationships with advertisers that saw their commercials play alongside offensive, racist or extremist content.” Twitter is “betting on video advertising to help boost its sales, which have slowed in recent quarters.”
In related news, Reuters reports that, “Twitter is considering whether to build a premium version of its popular TweetDeck interface aimed at professionals … raising the possibility that it could collect subscription fees from some users for the first time.”
Twitter now has 319 worldwide million users of its free service, but “unlike the much-larger Facebook, Twitter has failed to attract enough in advertising revenue to turn a profit even as its popularity with U.S. President Donald Trump and other celebrities makes the network a constant center of attention.”
TweetDeck is an interface that helps users navigate Twitter. The social media company is in the midst of a survey “to assess the interest in a new, more enhanced version of TweetDeck,” according to spokeswoman Brielle Villablanca. “We regularly conduct user research to gather feedback about people’s Twitter experience and to better inform our product investment decisions, and we’re exploring several ways to make TweetDeck even more valuable for professionals,” she said.
The subscription-based, ad-free version will likely offer “more powerful tools to help marketers, journalists, professionals, and others in our community find out what is happening in the world quicker,” according to a screenshot of what a TweetDeck premium version could look like, posted by New York Times-affiliated reporter Andrew Tavani.