Twitter Debuts a World Series TV Campaign to Champion ‘Moments’

Q3 earnings call reveals only 4 million new users

Headshot of Marty Swant

Facing the challenge of how much—and how fast—it can grow, Twitter on Tuesday said it's launching a TV ad campaign during the World Series, just hours after reporting lackluster third-quarter earnings.

Co-founder Jack Dorsey, speaking during his first earnings call since returning as permanent CEO, didn't go into details about the TV ad, but more than once during the call, he talked about how Twitter's Moments feature is a promising addition for both users and advertisers. 

"It's early, and we're still collecting feedback," Dorsey said, "but we've already seen how Moments improves Twitter."

Here's the 30-second spot:


Twitter's monthly active user (MAU) growth slowed during the third quarter, increasing by just 4 million users to a total of 320 million, the company reported. Subtracting the number of users who subscribe through SMS drops the total monthly active users to 307 million, an 8 percent increase over the same period last year. Twitter says mobile MAUs represent around 80 percent of its total user base.

Total advertising revenue increased 60 percent year-over-year, totaling $513 million in the third quarter. Mobile advertising revenue accounted for 86 percent of total revenue.

"We continued to see strong financial performance this quarter as well as meaningful progress across our three areas of focus: ensuring more disciplined execution, simplifying our services, and better communicating the value of our platform," Dorsey said. "We've simplified our road map and organization around a few big bets across Twitter, Periscope and Vine that we believe represent our largest opportunities for growth."

The company has added a number of new products, as it seeks to diversify its offerings for advertisers and users. This week, Twitter unveiled an analytics tool to help marketers better analyze real-time conversations about brands. The company's new partnership with DoubleClick by Google is poised to improve advertising on the social media platform.

@martyswant Marty Swant is a former technology staff writer for Adweek.
Publish date: October 27, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT