Twitter’s Ad Problem

Peter Kafka, writing for Recode:

And to be very clear: Twitter now has an ad problem because of its user problem. It doesn’t have enough scale to compete with Facebook and Google.

For a while, this didn’t matter, because Twitter and its ad boss, Adam Bain, had done a very good job of courting big brand advertisers and the ad agencies that spend their money. They got them to take a flier on Twitter. But Twitter isn’t novel anymore, and brands and agencies who want to play with a new shiny object can go to Snapchat. […]

Twitter’s answer to all of this is the same answer that everyone else on the web has: We’ll fix it with video.

Ugh.

★ Wednesday, 27 April 2016