For four consecutive quarters, Twitter advertising revenues have been declining year by year. But Twitter's advertising business is not plummeting as much as it's stabilized, according to the advertising marketers.
Twitter's advertising activity suffers from a Goldilocks paradox. Twitter has a large audience, but not big enough. This is a good place for brand advertisers to attract people's attention, but not all the time. He has strong points in direct response advertising, but they are obscured by his direct response struggles. The real-time nature of its product separates it from other social platforms like Facebook, but it also causes advertisers to put it in touch with news publishers rather than with social platforms (a categorization that even Twitter acknowledged). As a result, Twitter remains able to compete for a share of advertisers' budget, but it is not able to earn as much shares as it could have done before.
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About the author
Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has been reporting for Advertising Age, Adweek and Direct Marketing News. Angeleno, born and raised, graduated from the University of New York, currently lives in Los Angeles.
He broke stories on Snapchat's advertising plans, Jason Kilar's attempt at founding CEO of Hulu, to turn to YouTube and assembling the ad-tech battery of Amazon; analyzed YouTube's programming strategy, Facebook's advertising ambitions and increased blocking of ads; and recorded the largest annual event of the VidCon digital video, the BuzzFeed brand video production process and the Snapchat Discover ads charge six months after its launch. He has also developed tools to monitor the early adoption of live applications by brands, compare search patterns from Yahoo and Google, and review the NFL's YouTube and Facebook video strategies.