Matthew Derella, Global VP of Revenue and Content Partnerships de Twitter
In New York, New Fronts, showed off its plans and its relationship with more than 30 new collaborations in the areas of entertainment, news, sports and gaming for this year.
They go for original content, both live and on-demand, programming, gaming and events.
You have to keep in mind that the Disney giant and Twitter have advertising and content agreements. These are pacts with companies such as NBCUniversal and Viacom (for videos and content); a partnership with the Live Nation Concert Series; Hearst Magazines and news sites such as Vice and BuzzFeed; in addition to video game-oriented agreements signed with Gamespot, Call of Duty World League and IGN.
“We are faced with the problems of our industry so that everyone can focus on what matters: to grow businesses. Tonight, we say goodbye to the branded environments, the insufficient transparency of measurement, of a digital market that is excessively concentrated. And we say goodbye to the media plans that are linked to the past,” commented Matthew Derella, Global VP of Revenue and Content Partnerships of Twitter, during the presentation.
In a rapid bombardment of ads, Twitter unveiled programs dedicated to issues such as the empowerment of women and communities such as “Black Twitter”, to complement the rich conversation about these movements on the platform. In this last front, for example, Will Packer Media will produce “Power Star Live”, a 30-minute weekly program broadcast live from Atlanta, which will bring together the most entertaining, illustrative and comical content of Twitter channels, while highlighting diverse voices.
Twitter surpassed analysts’ expectations in their first quarter earnings. The number of daily active users grew by 10% in the first quarter, as the company worked to make the platform easier for users to follow the latest news and topics of interest. Monthly active users increased to 336 million, 3% more than a year ago.