Twitter looks to woo smaller, Facebook-frustrated publishers with new site
Twitter plans to roll out a website in the next couple weeks to teach smaller publishers how to produce content, including live and on-demand videos, for Twitter and make money from the content, Twitter’s vp of emerging content products, Mike Park, announced at the Digiday Video Summit on May 22.
“This site is essentially like having a scaled partnerships team,” said Park.
The more that Facebook pisses off publishers, the more willing publishers are to embrace Twitter. “Twitter has been a breath of fresh air in that they do want to work with you more than Facebook,” said one publishing exec during a closed-door working group session at the summit.
The initiative is similar to how platforms introduce self-serve ad-buying tools to accommodate smaller advertisers. Twitter can’t work with every publisher, at least not directly. Its 100-person publisher partnerships team is occupied with the thousand or so large publishers that Twitter works with to produce videos and original shows for the platform, and to sell ads against that content. The new site will let Twitter support the smaller publishers to whom it can’t dedicate partner managers.
Twitter isn’t doing anything especially novel with its new site. Facebook created an educational site for media companies in 2014. Twitter’s site will feature similar content, including case studies of its work with large publishers and how-to guides detailing how to use its tools step by step. Also like Facebook’s Facebook for Media site, Twitter plans to publish blog posts about new features that are relevant to publishers.
However, Twitter’s new site won’t answer all the questions that publishers have for Twitter. For example, during a closed-door town hall session, one publishing executive wondered if Twitter would ever allow publishers to use third-party ad servers to sell pre-roll ads against the videos they post to Twitter. The question was then put to Park, who said: “It’s safe to say we will experiment around it.”
It seems even safer to say Twitter will take an opportunity to provide publishers something that Facebook doesn’t offer. Twitter already lets publishers take the lead in selling ads against the videos they post to Twitter. And while Facebook gives publishers 55 percent of the revenue from the ads attached to their videos, Twitter offers them 70 percent. Also helping Twitter’s standing, publishers’ video view counts on Twitter are increasing, as is advertisers’ interest in buying ads against those views.
Twitter can build on its momentum even more if it’s able to land sponsors for all the shows it presented at this year’s NewFronts, when it doubled the programming slate unveiled a year ago. Park said the company has already landed deals for a couple programs, and he thinks it’ll be able to sell out the others.
Publishers speak out on the state of the media business at the Digiday Publishing Summit
With the calendar flipping to spring, do publishers feel like the economic conditions are starting to thaw or do they expect the second quarter to be similarly frigid?
How Forbes and The Daily Beast are consolidating diverse revenue streams to create the highest value audience
Forbes and The Daily Beast have shed the silo-model when it comes to how their revenue teams operate.
In graphic detail: Google’s Ads Safety Report shows suspect ad activities are on the rise
Google's ad transparency efforts detail how bad actors necessitate further investment.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
This article is part of Digiday’s coverage of its Digiday Publishing Summit. More from the series → Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, […]
Media Briefing: Publishers share their biggest challenges and opportunities at the Digiday Publishing Summit
While Q1 ad revenue, sales cycles and payment windows appeared to be equally bad across the media industry, bright spots arose around consumer revenue streams, new tech experimentation and traffic patterns.
The AMERICA Act spotlights Capitol Hill’s ingrained antipathy for Big Tech
A reprised version of the Competition and Transparency in Digital Advertising Act spells trouble for double-sided marketplaces.