Twitter Inc (NYSE:TWTR) may be deemed at struggling to monetize its platform primarily through advertising but the company has had a high-tech method of enticing advertisers in the recent Consumer Electronics Show (CES).
In a report by CNBC’s Julia Boorstin, the Twitter Inc (NYSE:TWTR) showcase at CES was demonstrated by the social media company. Inside the “Tweet Suite” as CNBC calls it, over 150 brands and ad agencies were hosted by the company.
Twitter Inc (NYSE:TWTR)’s main attraction for companies, brands and ad agencies looking at how the platform can benefit them are high-tech interactive displays which visualize analytics based on data from Twitter.
In the demonstration, the Twitter executive who showed Boorstin the capability of the display first showed the CNBC correspondent its ability to look at conversations in a geographic area. Bars are displayed on an interactive globe representing tweets about a specific topic, in this case, CES.
He said that what is really interesting to brands is to see the conversation happening on Twitter about them and about the topics that are important to their organizations. For example, he keyed in “exercise” and the globe came alive with data in the last 90 days about this keyword.
The visualization first displayed tweets about “exercise” and then the impressions these tweets made. It also showed when the conversations or tweets are happening which gives the insight that people talk about “exercise” at the beginning of the week and less so at the end of it.
Furthermore, Twitter Inc (NYSE:TWTR) can identify who are viewing these tweets. The company representative said that they can identify what gender, age and what device these people are viewing the tweets on.
He said that over 80% of Twitter is mobile and that over 90% of videos viewed is on mobile devices. Further delving into the area, the social media company can also identify which mobile device is being used, its operating system and via which channel these videos are viewed. That can be through Vine, YouTube, or photos.
Furthermore, the company can show advertisers the gender, age and other data about who are viewing tweets about specific subjects. These organizations can then compare data on say for example males and females viewing topics they are interested in.
This data, the Twitter representative said, is very important to advertisers and users of its platform because it helps them see their target audience in a more detailed light. In turn, they can better plan their campaigns to reach their goals.
John Murphy’s Alydar Capital owned 1.205 million shares in Twitter Inc (NYSE:TWTR) by the end of the third quarter of 2014, a 150% increase compared to their stake in the social media company in the preceding quarter.