Twitter pins ad revenue hopes on new partnership, acquisition

Tech News - Twitter was forced to cut prices for its new "direct response" ads, Chief Executive Officer Dick Costolo said on Tuesday after a the company issued a revenue warning for the year. Twitter shares fell 8.9 percent on Wednesday after dropping as much as 24 percent on Tuesday.

               

The ads, designed to get readers to click links to download an app or go to a company's web site, failed to deliver as promised. As a result, Twitter cut ad rates, impacting quarterly revenue by $4 million to $5 million, Costolo said.

               

"I don't think Twitter will realize its potential without being able to show advertisers more specifically what their performance on advertising is," said Colin Sebastian, senior analyst at Robert W. Baird & Co, who said the company's new deals show its willingness to adapt to advertisers' requests. "Twitter is a work in progress and clearly there's plenty of work left to do."

               

Twitter delivered disappointing first-quarter earnings on Tuesday, which were reported an hour early by financial data platform Selerity and sent the stock plummeting.

               

But it was not just the leak that traders punished. The San Francisco-based company also missed Wall Street revenue estimates by nearly $20 million, according to Thomson Reuters I/B/E/S data. It recorded $436 million in revenue and said its key measure of monthly active user had slowed.

               

Key to improving advertising will be measuring who clicks on what. Costolo said a new partnership with Google's online advertisement service DoubleClick and the acquisition of marketing technology company TellApart, would help advertisers measure ad views, clicks and calculate investment returns.

               

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Twitter CEO wins breathing room from Wall Street critics

The Internet company said on Thursday that recently launched products and partnerships have set the stage for it to expand its audience.
             
The optimistic comments, as well as fourth-quarter revenue that topped analyst forecasts, were well received by investors. Twitter's stock jumped 9 percent to $45 in after hours trading.
             
"The stock is going to be up, because it's probably better than what people expected. But now they have to deliver," said Wedbush Securities analyst Shyam Patil.
             
"You can't jump on the bandwagon based on the commentary; you've got to see the numbers come through," he said.
             
Twitter has struggled to grow the number of users on its service, raising questions about whether it can achieve the scale of social network Facebook Inc, which has 1.39 billion users, or even fast-growing messaging and photo apps such as WhatsApp and Instagram.
             
CEO Costolo is facing mounting criticism on Wall Street, with many analysts and investors frustrated by the company's slow growth and seemingly constant shake-ups in its upper ranks.

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Twitter to show tweets in Google search

If sources are to be believed, the social networking site has already signed an agreement with the search engine company. According to the deal, people will now be able to view tweets rather than just profiles of Twitter users when they search on Google.

Google and Twitter had a similar deal from 2009 to 2011 but the agreement has lapsed.

The deal comes as Twitter prepares to reveal the latest statistics on the size of its user base to Wall Street, which has been disappointed by slowing user growth, sending the stock down 37 percent in the last year.

Twitter’s user base is overshadowed by the 1.4 billion users on Facebook and the 300 million on Instagram, owned by Facebook.

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Instant timeline to help Twitter users see content without following anyone

Through this new feature, you can see content of your own interest. If you are friends with a lot of tech fiends, you might see content from MobileSyrup, Google, and even from Marques Brownlee. Similarly, if you are a food lover, you can expect to see content from restaurants, food blogs and chefs.

Presently, Twitter offers you the option of syncing your contacts list so it can show you everyone who already has a feed. But in this system, you need to go through and select the people you really do wish  to follow. The company is now hoping to tackle this problem with the new feature that will instantly populate your Twitter feed with content derived from your contacts without following anyone.

However, there is no confirmation about its official launch. If sources are to be believed, it will be unveiled in a few months.

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