金融時報:Twitter瞄準(zhǔn)未登陸用戶

所屬教程:金融時報原文閱讀

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2021年10月25日

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Twitter瞄準(zhǔn)未登陸用戶

Twitter想向投資者表明，即使用戶增長放緩，公司廣告業(yè)務(wù)營收仍將會增長。

測試中可能遇到的詞匯和知識：

initiative倡議

romoted tweets推廣消息

periscope潛望鏡

amortisation攤還

revamp改造

chronological按時間排序的

tenfold十倍的

Twitter targets users who never log in （518 words）

By Hannah Kuchler

Twitter is to give companies the ability to advertise to the 500m people who visit the messaging site to read tweets every month, but never log in.

The San Francisco-based technology group said on Thursday that it was testing a way of showing promoted tweets, paid for by advertisers, to users who click on links to tweets in Google search results, or view Twitter members' profile pages.

Twitter's new initiative comes as it tries to expand the reach of its advertising, amid concerns that its user growth is slowing — making it harder to compete with much larger social networks such as Facebook.

Deepak Rao, revenue product manager, said that marketers could now tap into the “total Twitter audience”, which is larger than the 320m monthly logged-in users that Wall Street has focused on.

Twitter will start testing the promoted tweets with selected advertisers in the US, UK, Japan and Australia, before expanding into other countries. It will begin with the desktop Twitter website, rather than mobile site, and focus on advertising campaigns to drive clicks, conversions and video views.

Shares in Twitter closed up 6.7 per cent at $25.94 in New York, following the announcement of the product and news that its Periscope live video streaming app, acquired and launched earlier this year, had been named Apple's App of the Year.

Robert Peck, an analyst at SunTrust Robinson Humphreys, said that the expansion of advertising had increased his revenue forecasts by 2 per cent and his predictions for earnings before interest, tax, depreciation and amortisation by 6 per cent. “The longer-term lift from the increased reach of the platform, which has been a sticking point for investors and advertisers, could be significantly larger — particularly as we think about the 1.3bn audience that sees tweets on syndicated sites,” he said in a note.

Twitter's attempt to expand marketing beyond the core user base is part of a broader transformation promised by chief executive Jack Dorsey, the co-founder who took over the top job permanently in October.

Mr Dorsey has said that he will revamp the product to make it more accessible for new and inexperienced users. He has already launched Moments, which shows short stories made of tweets rather than the chronological timeline that Twitter is known for.

For some time, the messaging site has been trying to persuade advertisers that it reaches many more users than its active user base implies. In August, it launched the Twitter audience platform, which it said reached more than 700m people on and off Twitter. Promoted tweets that advertisers buy on Twitter can now be shown as native ads, video ads or banner ads on other sites and apps.

In addition, Twitter's mobile advertising exchange, MoPub, enables marketers to buy advertisements on other sites, informed by data that Twitter has on its users.

Speaking earlier in the week, Anthony Noto, Twitter chief financial officer, said that the company had doubled its advertiser base in the past year, as more marketers used the platform outside the US, and spoke of a “tenfold” opportunity in advertising, which contributes the majority of Twitter revenue.

請根據(jù)你所讀到的文章內(nèi)容，完成以下自測題目：

1.Who will be targeted by Twitter?

A.read tweets every month without landing

B.read tweets every 2 weeks without landing

C.registered but not logged in during a year

D.overseas users

答案(1)

2.What is purpose of Twitter's new initiative?

A.to increase page views

B.to expand the reach of its advertising

C.prove his chief position on social platform

D.to reduce costs