March 18, 2015
When Twitter released its Q4 2014 earnings in January, the majority of the chatter focused on lack of user growth, overshadowing the question of revenue. Like many hugely innovative platforms that have experienced massive growth, generating dollars from their audience has been a real thorn in their side. Despite total revenue of $1.4bn in 2014, the company still operates at a huge loss, and lags behind competitors like Facebook.
I want to explore how Twitter can address this by building out an advertising proposition that capitalizes on the increasing spend going into online video. However, despite being nine years old, Twitter is well behind the curve in creating an irresistible environment for video advertisers.