Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

India represents a massive opportunity for Twitter: Matt Derella

15-February-2018
Font Size   16
India represents a massive opportunity for Twitter: Matt Derella

Currently, Twitter is in the news for all the right reasons. Even though the micro blogging platform recently announced that it has posted its first quarterly profit in the company’s 12-year history, it is still struggling to increase its user base. On a short visit to India, Matt Derella, Twitter's Vice President of Global Revenue and Operations, in conversation with exchange4media explained this long-awaited shift to profitability.

"We finished the year on a strong note. It was an incredible ending to what was a really transformational year for us. When I look at the factors that have enabled us to bring us to this position of strength, I think it starts with a clear understanding of who we are. For many years, for a decade almost, we never really defined what Twitter was; what we stood for. When Jack Dorsey returned to the company two years ago, one of the first things he did was to define what Twitter really is. The clarity around who we are is the decision that makes one thousand decisions. It has really driven focus and operational excellence", Derella told e4m.

There is another strategic shift happening at Twitter. The company is looking at revenue beyond classic advertising channels in a bid to bolster its profitability. Speaking about the growth of multiple revenue streams, Derella added, “In the most recent quarter our advertising business grew at 7 per cent and we believe there is plenty of opportunity for us to help marketers build value. We also have other businesses where we have a very strong presence like our MoPub business, which is the world’s leading mobile ad exchange in the world. We also have a very strong data business and we are always exploring other areas where we can continue to add new value that translates into financial benefits for the company."

Over the last few years, Twitter has been focusing big on Live Streaming and it has, to a large extent, changed the game in its favour. Underlining how Live Streaming has become an important aspect of Twiter’s identity, Derella said, “I think it is a natural extension as it is helping us be the best at what is happening. We are also excited about it and now some big investments are happening around it. Why I’m excited about 2018 is because our product is leading the future of how to connect with this kind of content.”

Derella also spoke about how Twitter’s content strategy is centered and driven by its users. “When it comes to content strategy, the first thing we do is to listen to Twitter to know what are the people taking about in India and then from that information it guides us in our content partnership efforts. We are not guessing, we are just listening to the people, what they want and helping make Twitter even better for them by bringing out such kind of content," he explained.
When it comes to key markets for Twitter, India is one of its top priorities.

According to Derella, India presents a massive opportunity, especially with cricket and entertainment consumption giving the platform an edge over its competitors. “In the fourth quarter the international revenues grew 17% YoY and as I look across international markets, India represents a massive opportunity for Twitter. It is on an upward trajectory, and I am in India because I’m very aware of the massive opportunity that we have in this market. In fact we want to create a Twitter that resonates with all parts of India," said Derella.

Tags Jack dorsey Twitter Matt Derella

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey