Today Twitter announced its third quarter earnings for 2015 and during the subsequent conference call, chief executive Jack Dorsey sought to reassure investors and analysts that there’s still hope for the company. “I’m confident that our ideas will result in a concept that’s easier to understand and more powerful,” he said.
In order to accomplish this, Dorsey says that starting tonight with the Major League Baseball’s World Series contest, the company will air TV ads as part of an integrated marketing campaign that’ll run through 2016.
When it comes to marketing, newly promoted chief operating officer Adam Bain says that the goal of Twitter’s advertising business is to “build a rich canvas, drive Return on Investment (ROI), and increasing scale by leveraging our unique total audience.” This involves allowing advertisers to better use video.
Starting in the fourth quarter, Twitter will begin opening up new video-focused inventory that can be used around Promoted Moments, which was unveiled just last week. In addition, the company will be launching pilot programs for DoubleClick and Dynamic Ads Retargeting.
But Twitter isn’t going just after the big brands: it wants to appeal to small- to medium-sized businesses, something that Dorsey’s other company, Square, knows quite well. In the third quarter, Bain reported that there were over 100,000 active advertisers using Twitter’s network.
More to follow. Please refresh for updates.
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Twitter kicking off ad campaign during the World Series
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