The new video ad feature would bring advertising revenue for Twitter, which has struggled to convince investors it is on a path to profitability
Twitter has unveiled a new advertising programme that delivers “promoted videos” to the tweet stream of users of the popular messaging platform.
The new programme adds to the source of advertising revenue for Twitter, which has struggled to convince investors it is on a path to profitability.
“By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content,” product manager David Regan said in a blog post.
Regan said the test launch came “after months of experiments and feedback from users and brands.”
Regan said that to make it easier for advertisers, Twitter will offer a “cost per view” model: “This means advertisers only get charged when a user starts playing the video,” he said.
“Additionally, advertisers using Promoted Video have access to robust video analytics,” such as how many people view the entire video, he said.
Twitter accounted for 0.5% of global digital ad revenues in 2013, according to research firm eMarketer, and expects to increase that to 0.8% this year, as digital ad spending grows to $140.15 billion.
Twitter said last month that the number of monthly active users of the platform has hit 271 million, up 24% when compared with the same period a year earlier.
The very announcement of Tata-SIA's full service domestic carrier Vistara's entry into the Indian market has put all other operators on their toes
Tata-SIA's full service domestic airline is aptly called, Vistara, to cover the vast territory in India. It expects to travel to neighbouring countries, when the 5/20 rules are expected to be revised. It plans to launch services during the festive season starting in October this year. Its first aircraft is scheduled for delivery in September.
As it stands now, Vistara hopes to obtain Air Operators Permit (AOP) from the Director General of Civil Aviation (DGCA) soon, after which some more formalities will have to be completed before actual passenger flights can start.
Vistara has Delhi as the designated hub from where initial services will cover Mumbai, Goa, Patna, Chandigarh, Srinagar, Hyderabad and Bangalore in its first year of operation. Other destinations that will be included, over the next four years, are Chennai, Pune, Kolkata and Kochi. This will naturally depend upon the volumes and traffic flows.
Vistara, being a full service airline, is expected to meet exacting demand of its passengers and they hope to commence operations with A 320-200. Eventually, they expect to have a fleet of 20 planes, including seven A320 neos by Vistara's fifth year of operation. By the end of 2014, however, they will be serving with five aircrafts to meet their needs.
During a meet with the press, the CEO of Vistara, Phee Teik Yeoh, stated that they shall treat every passenger as a "guest" and make the full service facility in all sectors to their comfort.
The official announcement of the arrival of Vistara in the airline scene witnessed other serious developments in the domestic market. The chief operating officer of SpiceJet, Sanjiv Kapoor, issued a reassurance to its employees that the airline was not headed the Kingfisher way. The public and its employees are aware that the airline's accumulated losses rose to Rs2,189 crore and debt was Rs1,736 crore. The next quarterly results are expected to be announced on 14th August.
GoAir joined IndiGo as the next airline in the country to reach "profitable" status, even if small. IndiGo, India's largest domestic airline has been operating at a profit and may soon go in for an initial public offering (IPO), though details are not yet made public. GoAir is reported to be looking for a foreign airline for foreign direct investment (FDI). "We are looking for a long term strategic partner," said its CEO Giorgio De Roni.
GoAir was established in 2005 and will be getting its 20th aircraft in October. It will by then be able to fulfil the need of 5/20 rule, currently in operation, and may seek permission to fly abroad with the appropriate authorities.
Another major move came from Jet Airways, soon after the Vistara announcement. Jet announced that they would be bring Jet Konnect under its own brand by the end of this year and they would be happy to be able to "serve a meal, post an additional crew member" to make the master brand acceptable to the travelling public. Jet Airways and Etihad Airways announced a strategic alliance in Mumbai with the latter having a 24% stake in the former. President and CEO of Etihad Airways, James Hogan is reported to have said, during the Mumbai meet, that "Jet's India operations will be a stronger threat to other domestic low cost carriers". Since 2009, however, Jet Airways has not reported a profit. They expect to go on cost-cutting measures and launch more international routes in order to return to profitability by 2017.
Thus, the very announcement of Vistara's entry into the Indian market has put all other operators on their toes. In the next few months, one may expect some sort of mutually beneficial route arrangements or even mergers among the low cost carriers in order to secure a good share of the market and reduce capex on buying or leasing new aircraft by utilising the existing seat capacity.
It is only hoped that Vistara does not have hiccups to actually launch its flights which, as it stands now, are scheduled for October, the festive season.
(AK Ramdas has worked with the Engineering Export Promotion Council of the ministry of commerce. He was also associated with various committees of the Council. His international career took him to places like Beirut, Kuwait and Dubai at a time when these were small trading outposts; and later to the US.)