Twitter Taps Former Google Execs To Propel International Expansion
Twitter's international focus grew Thursday with the appointment of two former Google execs. Shailesh Rao will serve as Twitter's vice president of international revenue, while Stephen McIntyre will support international expansion of Twitter's self-serve ad platform, which it plans to roll out in the U.S. next month.
The plan is to grow ad revenue with the self-serve platform through promoted tweets and promoted accounts. eMarketer estimates that Twitter's global ad revenue should reach $540 million by 2014. Advertising revenue at Twitter grew 213% to $139.5 million in 2011 -- up from $45 million in 2010, according to the data firm, which estimates the social site will bring in another $259.9 million this year.
Rao, former Google VP of media and platforms across Asia-Pacific, will set up Twitter's direct sales teams. Throughout his career, he supported YouTube, Google Display Network, DoubleClick Ad Exchange, and the mobile display business, including AdMob.
McIntyre will support Twitter's self-service ad platform from Dublin -- a role similar to his position at Google for the past seven years in Ireland. The goal to get small businesses worldwide on its self-serve marketing platform and achieve the same influences as Google's AdWords and AdSense.
Twitter will compete with Facebook globally. Facebook's worldwide ad revenue should exceed $5 billion this year to reach nearly $8 billion by 2014 -- more than double its 2011 revenue, eMarketer estimates. Growth will continue, although at a slower pace, dipping significantly in 2013 and 2014 to 32.8% and 13.7%.
In the U.S., Facebook will garner $2.58 billion this year, contributing 51% of its total worldwide revenue. That’s down from 55% in 2011. It will drop further to 49% in 2013 and 2014 as international markets begin to contribute a larger share of ad revenue. This year, Facebook will account for 6.5% of all online ad revenues in the U.S., up from 5.4% in 2011. Its share will rise to 7.1% in 2013 and 2014, according to eMarketer.
Recent Online Media Daily Articles
-
New Stanford Initiative Helps Browser Developers Refine Cookie-Blocking June 19, 7:35 p.m.
Privacy advocates at Stanford on Tuesday unveiled a new initiative that could pave the way for ... -
Facebook Aims To Simplify Page Analytics June 19, 5:52 p.m.
In its latest step to simplify advertising and marketing on Facebook, the company on Wednesday announced ... -
Powley Tapped As iCrossing CEO June 19, 5:32 p.m.
Catching agency watchers off guard, Don Scales is stepping down as CEO of iCrossing, effective immediately.Stepping ... -
Twitter Gets Social With Viacom June 19, 5:21 p.m.
Twitter took another step Wednesday toward supporting television. The social-media company signed a partnership with Viacom ... -
Digital, Alternative Media Revs Forecast To Hit $436B By 2017 June 19, 3:01 p.m.
Various types of mobile marketing and advertising accounted for nine of the top 10 fastest-growing digital ... -
Acquisitions Flourish, Google To Seek Equity Firm To Further Deals June 19, 1:24 p.m.
Google is considering alliances with private-equity firms to help structure acquisition deals, but the tech company ... -
Millennial Expands Video Ad Options June 19, 11:44 a.m.
Mobile ad network Millennial Media is stepping up its video ad offerings with the launch of ... -
CIMM Issues Request For Data, Cross-Platform Metrics June 19, 9:29 a.m.
The Coalition for Innovative Media Measurement (CIMM) said it has issued a request for proposals involving ... -
Heads Or Tails: Facebook Grows A Long One, Surpasses 1 Million Advertisers June 19, 7:48 a.m.
Facebook has reached an important ad industry milestone, becoming one of the few mega platforms to ... -
Consumer Action: Most Web Users Want Control Over Tracking June 18, 8:20 p.m.
Most Web users have expectations about privacy that appear to be at odds with current practices ...
Be the first to comment on "Twitter Taps Former Google Execs To Propel International Expansion"
Leave a Comment