Twitter took the opportunity of its Q4’15 results to reiterate the importance of videos for the company’s future prospects and their Indian counterparts are also viewing video as the driver for the social platform.
In an exclusive chat with exchange4media, Taranjeet Singh, Business Head of Twitter India said, “Video consumption on Twitter has grown dramatically; 90 per cent of video views on Twitter are mobile, and video views rose 220x globally in 2015. We saw a 400 per cent increase in video consumption on Twitter in India last year. 43 per cent of Indian users will immediately show a video they found on Twitter to friends and family on their mobile device. With the growth of mobile Internet users in India (314 million by 2017), mobile video represents a huge opportunity for Indian brands.”
He also said that live video is another area that Twitter will be increasing its focus on. This is in line with Twitter CEO Jack Dorsey’s statement during Q4’15 results when he said, “We are focussed on what Twitter does best---Live. Twitter is live ---live commentary, live connections and live conversations.”
Among the 5 top priorities for 2016, one is investing in live streaming video to become a “leader” as the company puts it.
“Our growth is going to come from our focus on live, which no one else can do like Twitter. The growth of advertising on our platform is video, video and more video. Video provides marketers with the best ROI - higher engagement rates and lower cost per engagement. Live is what Twitter does best and it is powerful for the people and marketers. We recently integrated live video broadcasts on Periscope into the Twitter timeline to provide more live commentary, live connections and live conversations. We will continue to focus on Live which no one else can do like Twitter, and executing against our five priorities, particularly simplifying our core service, investing in live streaming video, and giving creators the best tools,” said Singh.
Along with partnerships with brands, another product that Twitter will be keen to further leverage is Amplify.
“In recent research and tests that we've done with marketers, we've shown TV -- we can increase TV ROI from 8 per cent to 16 per cent when you simply just line up advertising on Twitter to go hand-in-hand with your TV advertising. And we think there's room for marketers to move budget out of underperforming display and into Twitter to do that,” said Adam Bain COO at Twitter during the Q4’15 earnings call.
Recently, Twitter extended its sales alliance with Komli Media despite persistent rumors to the contrary. When quizzed about how Komli would contribute to Twitter’s sales given that Twitter India has also been building its own internal team, Singh said that the partnership with Komli will support the mid-market segment of the business, while the internal team continues to grow direct sales.
Twitter now has 320 million monthly active users with India one of the fastest growing markets for Twitter and the growth engine for Asia-Pacific, according to Singh. The company also carried out pilots with MoPub, full integration of which is further expected to add video, especially native video capability, and Singh feels that this will be a further advantage in the coming months.
“Twitter is one of only a handful of companies in the world that can give a total audience reach of over 1 billion people to advertisers. We have grown total addressable audience for marketers on Twitter from over 300 million to 800 million by offering ad products targeting both logged in and logged out users. In addition, the Twitter Audience Platform increases our targeting ability to reach over 700 million people who use Twitter and are using apps in MoPub’s mobile ad exchange. Advertisers worldwide, including India, can tap into this opportunity,” he said.