Twitter (TWTR) is stepping up its game with advertisers as it rolls out new ways to provide marketers with information about its members’ Internet habits and helps them target ads more effectively.
The microblogging site is also tracking the apps that are included on users’ phones in addition to Twitter as well as locations and what websites were visited. The company is only tracking websites that are integrated with its social network, and it's all in the name of serving users ads.(See more: Twitter Considers Paid Subscription Service.)
For Twitter the move to collect more data on users is part of an effort to court marketers and thus increase its advertising dollars. This is key as marketers have often complained that the platform doesn't offer them the same insight into audiences as other websites. (See also: Why Twitter's Problems Aren't Going Away)
Advertising revenue fell for the first time in Q1 2017 despite promising user growth numbers.
The company has been taking steps to create new products, features and tools that will not only boost its user’s base but make it easier for advertisers to reach its millions of members. In April it announced it is rolling out in-stream video advertisements on its platform in which brands can run video ads at the start and during other video content. In one study, Twitter users who saw a video ad were 50% more likely to become more aware of the promoted brand, had a 18% higher purchase intent, and felt 14% more favorable about the brand, compared to those who did not see the video ad, the company said. The micro-blogging site also said that video ads on its platform are twice as likely to be remembered compared to the same ads appearing on other premium sites. It’s also embracing live video in a bigger manner, striking a deal with a slew of content companies and sports teams to provide orinasal programming, streaming of live events, news shows and other entertainment.
When reporting first quarter earnings, Twitter’s Chief Financial Officer, who also serves as chief operating officer, said not only is live video helping increase conversation volume, it is also enabling the company to offer advertisers the type of content they pay big bucks for on TV networks. (See also: Twitter Signs Deals to Boost Live-Video Strategy.)