Twitter Is Pitching Its Live Video During Its First NewFronts Presentation

It's also showcasing its other original content

Twitter will take part in the IAB Digital Content Newfronts for the first time. Getty Images
Headshot of Marty Swant

For the first time, Twitter is planning to participate in the Interactive Advertising Bureau’s 2017 Digital Content NewFronts, giving the social platform a chance to showcase its live video and and other content offerings to marketers in New York.
Dozens of major digital publishers and platforms attempt to sell brands and advertisers on what they think consumers will be reading and watching this year during the two-week event. Twitter, which has struggled to maintain advertising revenue and user growth, spent a large part of 2016 building out its live video offerings. Livestreaming partnerships have ranged from sports deals with the NFL and MLS to news partnerships with BuzzFeed and Bloomberg.
In a statement this morning announcing the news, Twitter vp of global revenue and operations Matthew Derella said the company plans to invest further in video viewing experiences, along with additional content development and partnerships.
“We have made major investments in video over the past few years, and being able to present the breadth, depth and quality of that content at the NewFronts is the ultimate culmination of those efforts,” Derella said.
While it’s the first time for Twitter, others are stepping away from the spotlight. This year, Yahoo—one of the founding partners of the NewFronts—will forego its own splashy event for the second year in a row in favor of a tour to various advertising markets around the U.S.
Twitter host its NewFronts event on May 1.

@martyswant Marty Swant is a former technology staff writer for Adweek.