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Twitter launches video ad tool First View in India & APAC

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Twitter has launched First View, a tool for marketers which lets them gain top spots (by placement) on the platform via video, in India, and 28 other APAC countries like Indonesia, Japan, Malaysia, Philippines, Singapore and Australia, reports ET.

First View was first launched in the US in February this year and allows marketers to scale video marketing campaigns and real time public conversations on Twitter. Marketers own the top real estate for a 24 hour period, and users logging into the app or on the web can see the Promoted Video as a top ad slot from the advertising brand/company.

Promoted video consumption grew
Note that in December 2015, Twitter India’s consumption of the promoted video feature grew fivefold over 2015. Twitter claimed that campaign engagement went up by 40% through the use of promoted video, while the purchase intent of consumers increased by 44%. For ad monetisation, Twitter offers promoted tweets, accounts and trends among other options.

Financials: In February, Twitter reported a net loss of $90 million for Q4 2015 versus a loss of $125 million in the same quarter in 2014. Its average monthly active users remained at 320 million, and it reported revenues of $710 million for the quarter.

Revenue from logged out users
In May 2015, Twitter had introduced logged-out timelines which could increase its off-network audience. In November 2015, Twitter said that it had an off-network audience of 700 million. Chief financial officer Anthony Noto said that off-network advertising revenue reached $66 million, or 13% of ad revenue, up from 8% of ad revenue in Q2 2015 and 2% in Q3 2014. Noto added that the off-network revenues came from its TellApart acquisition and its Twitter Audience Platform network.

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Other developments at Twitter:

– Last month, Komli Media, whose Indian arm was bought out by SVG Media in August 2015, renewed its partnership with Twitter India till March 2017. The partnership was first signed in 2012 and lets Twitter expand its promoted products advertising suite and help it monetise those.

– In February, in order to get more people to start using Twitter and nudge dormant Twitter users to use it more, Twitter beefed up its timeline to show tweets which most relevant to the user at the top, instead of showing the latest tweets by time. According to the company, people who used this feature were retweeting and tweeting more. Readers would note that less than a year ago, Twitter introduced Highlights, a feature which would push rich notifications to its users to catch up on relevant stuff relevant.

– In December 2015, sharing content to Twitter declined 11% after the microblogging platform decided to kill support for share counts. Twitter had decided in September 2015 that it would remove share count feature when it announced new designs for its buttons.

Our Twitter coverage.

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Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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