Twitter Inc (NYSE:TWTR) needs to have more data to back that they do provide value as an advertising platform, Kara Swisher said in a recent discussion on CNBC.
The Re/code co-executive editor was discussing a recent article she posted on Re/code saying that Twitter ad partnership research indicating ads on the social network are great and actually boost sales.
According to Swisher in the article, the result research that aimed to gauge second-screen behavior reveals that “the use of Twitter increases engagement, awareness and, perhaps most importantly, sales.” This research stemmed from The Social TV Lab, a collaboration between Twitter Inc (NYSE:TWTR) and the Starcom MediaVest Group agency.
This study, Swisher said in the interview, was done in order to show that there is efficacy in using the social network for advertising.
Nonetheless, Swisher emphasized that Twitter Inc (NYSE:TWTR) needs to have as much data on their service and the results their clients are getting in order to convince more and more organizations that advertising with them is a good idea. Furthermore, she said that everybody else including Facebook Inc (NASDAQ:FB) and Yahoo! Inc. (NASDAQ:YHOO) need more data to convince organizations that it is worthwhile to advertise with them and not in an experimental basis. The only company who is convincing enough now because of the data they have on the efficacy of their platform is Google Inc (NASDAQ:GOOGL), she noted.
Swisher then went on to stress that in her article, she emphasized that using Twitter Inc (NYSE:TWTR) is seen as a boost and not as a replacement to other forms of ads. Nonetheless, she said that the company will eventually be a competitor when other media such as video becomes prevalent on the platform. For now, she explained that she thinks Twitter Inc (NYSE:TWTR) painting itself as a friend of television is a good tactic for the embattled social media company.
Watch the full explanation made by Swisher in the video below.
Shareholders in Twitter Inc (NASDAQ:TWTR) includes Tiger Global Management Llc managed by Chase Coleman and Feroz Dewan which reported 500,000 shares in the company by the end of the first quarter. Another shareholder is Sac Capital Advisors managed by Steven Cohen which reported 356,200 shares in the social media company by the end of March.