A Twitter video app for smart TVs is in the social media company's plans, owner Elon Musk said in a tweet on Saturday, a move that would be in line with the company's new plans to focus on growing video content on the platform.
In response to a tweet suggesting that a Twitter video app is needed, Musk replied "It's coming".
New CEO Linda Yaccarino and Musk had in an investor presentation on Thursday laid out Twitter's plans to focus on video, creator and commerce partnerships to revitalize the social media company's business beyond digital advertising.
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| Linda Yaccarino |
Yaccarino, who started as CEO on June 5, told Twitter investors the company is in early conversations with political and entertainment figures, payments services and news and media publishers, said a source familiar with the matter, who spoke on condition of anonymity to discuss a private investor call.
The presentation was Yaccarino’s first time addressing the company’s investors, the source said.
Musk’s hiring of Yaccarino, a longtime advertising executive who modernized ad sales at Comcast-owned entertainment and news conglomerate NBCUniversal, was a signal that digital ads remained a priority for Twitter.
Some ad-buying firms had recommended their clients pause ad spending on Twitter after Musk’s takeover. Those recommendations have been reversed and none of the major advertising holding companies are currently recommending a pause, according to a slide shown during the presentation.
Well-known brands including Warner Bros, Mondelez, McDonald’s and Walmart have resumed advertising on Twitter after initial pauses, the slide said.
Yaccarino told investors that ad spending in several advertiser categories is now up at least 40% year-over-year, including health, consumer packaged goods and financial services, the source said.
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