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Twitter rolls out advertising on new ‘Moments’ feature

  • Twitter
    isn’t wasting any time making money from its newest feature, called Moments.
    • Twitter
      isn’t wasting any time making money from its newest feature, called Moments.

    • The new
      product, which debuted two weeks ago as a way to track big events as they
      happen, will get its first advertiser this weekend, reported
      Bloomberg. Twitter will give advertisers
      a channel on Moments for 24 hours, where they can curate tweets, video and
      other content. The first users of Promoted Moments will be backers of the new
      movie Creed, from MGM, Warner Bros. and New Line Cinema.
    • Promoted
      Moments fits squarely within the trend for native advertising, which delivers
      promotions that look like other content, so that they’re less easily ignored by
      increasingly ad-weary Internet users. The new initiative also resembles what
      Twitter is already doing with promoted tweets. The difference is that
      advertisers will be able to incorporate many more photos, videos and tweets to
      build a comprehensive story.
    • “Promoted
      Moments will have all the features of a Moment you see right now, and instead
      of curators creating the moment, it’ll be a brand,” said Matt Derella,
      Twitter’s vice-president of revenue for North America. “The real estate
      they get is going to be really prominently displayed.”
    • Derella said
      Twitter eventually expects to have one Promoted Moment each day. Moments are
      premium real estate on Twitter’s app, complete with video options, which
      generally translates into higher ad rates. Derella didn’t disclose how Promoted
      Moments will be sold.
    • The new
      initiative comes as Twitter faces slower revenue growth. Analysts on average
      estimate that sales rose 55 percent to $560 million in the latest quarter. That
      compares with revenue growth of 61 percent in the prior period. Twitter is set
      to announce quarterly earnings on October 27.
    • Twitter is
      hiring curators to ensure the quality of Moments, including former New York
      Times editor-at-large Marcus Mabry.  Advertisers
      will “get this incredible engagement with people coming to see what’s
      happening in the world, and get this really rich canvas to tell that
      story,” Derella said.


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