Twitter Dresses Up Periscope For Publishers, Brands

Trying to attract more publishing and marketing partners, Twitter just added an analytics dashboard to Periscope. The new services “gives broadcasters an in-depth look at their viewership and engagement on their videos over time,” a company spokeswoman said on Wednesday.

Periscope is also adding an Activity Tab, which should help publish track follows, the number of people watching their replayed video, and so forth.

Going forward, Twitter users will also be able to watch Periscope videos directly in a Moment. As such, “Creators can now include any Tweet, including those with live video, to create the best possible Moments,” the spokeswoman said.  

It’s proving to be a busy week for Periscope. Twitter already announced plans to start selling pre-roll ads against Periscope video -- or at least those that run within Twitter’s platform.

Brands familiar with Twitter’s Amplify ad program can expect to have the same level of control over these new pre-roll units, the social giant promises.

As its business outlook dims, Twitter is obviously in search of new revenue streams. For the first time, for instance, the company recently announced plans to host its own presentation during the Digital Content Newfronts. Along with other platforms and publishers, Twitter plans to vie for a piece of brands’ annual ad budgets on May 1.

Twitter is also pondering a premium Tweetdeck-like service for professionals willing to pay for social insights.  

In the fourth quarter, Twitter saw revenue increase by just 1% to $717 million, year-over-year, while monthly active users were up just 4% to 319 million. Meanwhile, ad revenue totaled $638 million, down slightly year-over-year.

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