Twitter has its work cut out. Stalling user growth and a rocky Q4 for ad revenue, which was down slightly year over year, present a particular sort of pickle: the need to buckle down on its key value prop. “People come to Twitter to see what’s happening in the world,” said Jean-Philippe Maheu, VP of […]
L’Oréal, owner of 28 beauty lines including Garnier, Maybelline and Lancôme, knows consumers are increasingly multibrand shoppers. For years, it segmented customers simply as L’Oreal Paris shoppers or Maybelline brand loyalists. But new ecommerce channels create an abundance of choice, which makes consumers inherently less loyal. “For the past 20 years, each brand did what […]
When you’re tweeting, the last thing you’re thinking about is your retirement fund. But that was precisely why insurance provider Voya Financial used Twitter for an ongoing brand campaign. Voya’s goal was to introduce its new brand – the company had been renamed in April after it spun off from Dutch bank ING Groep and […]
Twitter has made good on its promise to roll out a tool designed to share, upload and measure video effectiveness. The company on Tuesday revealed in a blog post that it has begun beta testing a Promoted Video product following the launch of Twitter Video Cards earlier this year. Promoted Video piggybacks on Twitter Amplify, which allows broadcasters like ESPN […]
Twitter has seemingly renewed its commitment to the second screen, revealing plans Thursday to acquire live video clipping and distribution platform SnappyTV. “Our goal is to help publishers quickly share great moments from events so people can experience those moments as they happen,” wrote Baljeet Singh, a director of product management at Twitter, in a […]
Agencies and vendors are teaming up to tackle the tech and organizational challenges associated with aligning real-time media with trending topics. Publicis-owned agency DigitasLBI, for example, during its digital NewFront rolled out a series of publisher and vendor relationships to improve its real-time offerings. The agency developed a Brand Content Index in conjunction with the […]
Online video player and distributor Brightcove has extended short-form video support for Twitter’s growing slew of video-monetization tools, Twitter Amplify and Twitter Video Cards. Underpinned by tech from its recent acquisition of digital ad-insertion platform Unicorn Media, the Brightcove Once cloud platform is designed to enable publishers and media companies to ease the playback of […]
