Twitter Inc. (NYSE:TWTR) wants to continue its push for advertising revenue from its business partners. This is similar to how Facebook Inc. (NASDAQ:FB) has successfully done so on its various platforms. As a result, Twitter has convinced and hired former YouTube executive Baljeet Singh to become product director in their revenue organization.
Singh will work to increase the quality-level of Twitter videos in addition to helping with marketing efforts for Twitter video ads. Previously, Singh had worked at Google Inc. (NASDAQ:GOOG) and YouTube for five and a half years. Singh developed the skippable pre-roll advertisements, which has been emulated throughout the Web.
Singh has been quoted as saying,”There’s all this tremendous conversation that happens around TV content and online content — and all that conversation is happening on Twitter.” Twitter wants Singh to make Twitter video much more approachable to its users. That process will involve posting more videos, improving its player software and boosting partnerships with broadcasters and other producers.
The goal is to benefit Twitter’s Amplify program. This program forges relationships with broadcasters airing promoted tweets that include video. Some of their partners include A&E, Discovery, WWE and Time Warner Inc. Singh will be reporting to Kevin Leland, Twitter’s Vice President for product revenue.
After Twitter posted a loss during the first quarter of this year; it has been working hard to reach its goal of becoming profitable. In addition, the company wants to keep its investors happy. Not to mention, with slowing growth, Twitter is trying to find various means of augmenting and increasing its user base.
Video is at top of mind for Twitter right now. This is for two reasons; one, video is more attractive to users, and it is also very lucrative. YouTube has a successful revenue history so, maybe Twitter is on to something.
