Adding top brands is a tougher task than adding media providers, though.
Twitter’s Live Brand Studio, a managed service offering announced on Monday, will work with brands on live video content, targeting and media planning on the platform.
Tools to create and share the most snackable clips from longer-form content, for instance, could help brands add reach to campaigns that, when restricted only to live content, lacks the scale big brands want for campaigns.
Media companies with deep roots in live production are still figuring out social streaming and audience development, so it makes sense that brands would require a managed service to make the same transition.
Twitter declined comment on its Live Brand Studio offering, and the group doesn’t have brand examples to point to.
Since the beginning of the year, Twitter has taken big steps into live news and media, Dan Colarusso, Reuters’ executive editor and digital head of global programming, told AdExchanger last month.
For now, Reuters can more effectively monetize replay clips and segments than live programming, since replays can be watched asynchronously throughout the day and brands are more comfortable with well-heeled pre-roll formats than testing out live news sponsorships (especially considering that the most popular live news is often natural disaster or tragedy).
But for Twitter live audiences can show up in minutes, Colarusso said, upending the conventional wisdom that it takes 25 minutes or more for scaled audiences to arrive for live news.