As Twitter's growth slows it needs to focus on monetising its unique position and assets, such as video, rather than seeking new users, according to Scott the Digital Content NewFronts, managing director of media at AKQA. With video its largest revenue-generating ad format the platform needs to "make sure advertisers know how to create value around ‘now’ moments", the Digital Content NewFronts added. However, first Twitter has to get advertisers more comfortable on the platform, according to head of content partnerships Mike Park. Forrester senior analyst Jessica Liu commented that the real opportunity is for Twitter to “explore TV ad revenue models instead of trying to replicate traditional social network revenue models”.
As Twitter's growth slows it needs to focus on monetising its unique position and assets, such as video, rather than seeking new users, according to Scott Symonds, managing director of media at AKQA. With video its largest revenue-generating ad format the platform needs to "make sure advertisers know how to create value around ‘now’ moments", Symonds added. However, first Twitter has to get advertisers more comfortable on the platform, according to head of content partnerships Mike Park. Forrester senior analyst Jessica Liu commented that the real opportunity is for Twitter to “explore TV ad revenue models instead of trying to replicate traditional social network revenue models”.