Twitter Announces New Google Partnership After Revenue #Tumbles

Twitter Announces New Google Partnership After Revenue #Tumbles
SHARE
THIS



It’s been an interesting 24 hours for Twitter. On the same day as its stock tumbled 18 per cent after it released a disappointing first-quarter earnings it has also announced a new deal with Google, where brands can buy Google ads and Promoted Tweets at the very same time.

During this year’s first quarter, Twitter has reported its weakest quarterly revenue growth as a publicly traded company. Here are some of the key numbers from the report:

  • Revenue of US$436 million, up 74% year-on-year, but below its own forecast and the average analyst estimate of US$456.8 million.
  • Q2 revenue guidance of US$470 million to US$485 million, well below the US$538.2 million expected by analysts.
  • Monthly active users of 302 million at end of Q1.
  • 89 per cent of Twitters’ ad revenues were generated via mobile devices.

Dick Costolo, chief executive officer of Twitter, said that “lower-than-expected contributions from some of our newer direct response products,” were to blame for the downfall.

“It is still early days for these products, and we have a strong pipeline that we believe will drive increased value for direct response advertisers in the future,” said Costolo.

Unfortunately Twitter’s Q1 results were leaked 30 minutes before the official press release. Research firm Selerity tweeted out the numbers early and have since denied hacking Twitter’s IR website. Twitter has blamed the Nasdaq for the leak.

On the same day as the disappointing Q1 results, Twitter has also announced two new initiatives and acquisitions.

Google Partnership

Twitter also announced a partnership with Google’s DoubleClick platform to improve advertising performance measurement and attribution for Twitter direct response marketers.

As part of the partnership, Twitter will also make its inventory available through the DoubleClick Bid Manager (DBM), making it easier for clients who prefer to centralise their buying through DBM to create and manage campaigns on Twitter.

This new partnership means that brands on Twitter who use DoubleClick will be able to see how their Twitter ads are driving sales.

Twitter’s blog post said: “We want advertisers to have insights into the rich canvas of actions beyond website clicks on platforms like ours (e.g., Retweets) and the role they play in determining a campaign’s ROI.”

TellApart

Twitter has also acquired TellApart, formerly a major partner of Facebook’s ad exchange, FBX. The predictive analytics company will help generate customised advertisements and will tailor Twitter users’ ads to match their Twitter behaviour.

These new tools aren’t live yet, but will be available soon.

Please login with linkedin to comment

PRIA Social Media

Latest News

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Opinion

Smart Speakers: The Voice Of A Generation

In this opinion piece, Growth Tank management consultant David Willey looks into research on the usage of voice assistants and access to smart speakers for Generation Z, Millennials and Generation X in Australia. We hear a lot about how Millennials, and now Generation Z, are changing the game on marketing by adopting the latest technology, including digital voice […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Bags Work For Oroton
  • Advertising

Host/Havas Bags Work For Oroton

Host/Havas staff forced to takes lessons on accessorising after snaring Oroton's creative account.

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team
  • Media

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team

Macquarie Media has announced that two of Australia’s cricketing greats, Glenn McGrath and Mike Hussey, are the latest additions to its cricket commentary line-up. McGrath (pictured above, right) and Hussey (pictured above, left) will join Darren Lehmann and Ian Chappell in the Macquarie Macquarie Sports Radio commentary box this summer, as part of the company’s new six-year […]

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy
  • Advertising
  • Media

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy

Special Broadcasting Service (SBS) has announced the appointment of Andrew Mudgway as its national sales manager for TV and digital. Mudgway joins SBS from Fairfax Media, where he was responsible for the publisher’s national digital and print sales team. He brings more than 25 years’ experience to SBS, having also held positions at IPG Mediabrands, […]