Twitter reported a rise in profits of $37 million for Q2 2019, marking continued positive growth. The company on Friday announced that ad revenues were up 21% to $727 million with the majority of revenues coming out of the US ($455 million versus $386 million internationally).
Video advertising formats drove some of this growth with formats including in-stream video, First View ads and Website Card formats at the forefront.
“Twitter has become indispensable to both consumers and advertisers. When something happens in the world, it’s reflected on Twitter in real-time. For brands, you need to be there if you want to be part of the conversation. At 4C, we’re seeing particularly strong growth with video on Twitter. The sight, sound, and motion of video advertising literally pops out of the feed and engages a captive audience,” said Aaron Goldman, CMO at 4C Insights.
Twitter also reported the number of monetisable daily active users for the first time, reaching 139 million during the second quarter – an increase of 14% over the previous year.
CEO Jack Dorsey suggested that monetisable user growth was driven by the platform’s improvements to ensure safety, privacy and more active reporting of “spammy or suspicious behaviour”.
Due to the majority of Twitter’s income being ad-based, Mazen Hussain, director of Croud, suggests that:
“The top priorities for the platform should be to improve the health of its feeds; ensuring that users can find credible information on Twitter and break free of abusive content; and making sure it continues to offer innovative ad formats that complement rather than disrupt the user experience so advertisers continue to buy.”