The Twitter IPO: Key Facts, Figures & S-1 Filing Document Explained by Marketing Land

Twitter Usage Numbers, From The IPO S-1

twitter-hashtag-featured Twitter released its S-1 this afternoon, disclosing revenues of nearly $317 million last year and a net loss of roughly $80 million in 2012, down from $128.3 million in 2011. If all goes according to plan, the company will raise roughly $1 billion with its IPO. Twitter will likely trade on the New York Stock Exchange under the ticker symbol "TWTR." In addition to revenues there were a range of usage figures revealed by Twitter S-1. The following are the top-line numbers disclosed in the filing: Roughly 215 million monthly active users (MAUs) vs. 151.4 million average MAUs in June [...]

Twitter Files IPO, Issues S-1 Form, Looks To Raise $1 Billion

Twitter logo Twitter has filed their S-1 form with the SEC just now, filing for an IPO worth $1 billion. The initial IPO will release 472,613,753 shares of stock. Twitter's historical net tangible deficit as of June 30, 2013 was $342.5 million, or $2.46 per share with a book value as of June 30, 2013 was $538.7 million, or $1.14 per share. In 2012, Twitter said they had a net revenue of $316.9 million with a net loss of $79.4 million, which was a decreased by 38% compared to 2011. Their net revenue did increase by 198% year-over-year. Twitter said they have created over 300 billion Tweets spanning [...]

Twitter Courting TV Networks To “Amplify” Revenues

twitter-tv-200px Twitter executives are in New York this week ("Ad Week") pitching TV networks on its ad products, especially its second screen ad program "Amplify." According to the Wall Street Journal, Twitter is positioning Amplify as part of a bundled TV ad sale: With Amplify, networks post short video replays on Twitter in near-real time. The video is sponsored by a brand. The network and Twitter each get a cut of the ad proceeds.  Amplify was originally introduced earlier this year. TV networks and entertainment companies aggressively market themselves on social media. However Twitter and its hasht [...]

Nielsen’s Twitter TV Ratings Service To Launch September 30

twitter-tv-video-featured Nielsen will launch its Twitter TV Ratings on September 30, giving television networks and advertisers the first industry-standard metric for second-screen viewership. Twitter has confirmed that date to Marketing Land, after it was first reported by the Wall Street Journal. The WSJ article also includes some of the ratings service's initial test results: Early findings showed that for every one tweet about a TV show, roughly 50 people see it, the company says. Original reports said that the plan was to have the Twitter TV Ratings service ready by the time the fall TV season began. That's [...]

Twitter’s Dick Costolo: “We Don’t Send Ads Via Push Notification”

twitter-new-logo-blue Hot on the heels of yesterday's IPO announcement, Twitter CEO Dick Costolo has had to clarify that the company isn't testing the sending of sponsored tweets via push notification. The background is that several Twitter users have reported that they're getting tweets pushed to their mobile devices from Dropbox -- tweets that go beyond the types of notifications that the user has signed up to see. One of those users was Buzzfeed's John Herrman, who wrote about the situation with a headline that originally asked, "Is Twitter testing push notification ads?" While Twitter's communications tea [...]

Twitter Files For IPO

twitter-money-ipo-featured How do you tell the world world that you're planning to go public? If you're Twitter, you tweet it -- and that's Twitter did today. The tweet was sparse on the details, saying that Twitter "confidentially" submitted an S-1 filing to the US Securities & Exchange Commission to go public: We’ve confidentially submitted an S-1 to the SEC for a planned IPO. This Tweet does not constitute an offer of any securities for sale. — Twitter (@twitter) September 12, 2013 The "confidential" part is apparently in reference to new rules that allow companies with less than $1 billion in revenue [...]

Twitter Buys MoPub For $350M In Run Up To IPO

twitter-money-200px Yesterday TechCrunch first reported that MoPub had been acquired by Twitter for roughly $350 million. That number was not confirmed by either company however. MoPub is a real-time-bidding mobile ad exchange for apps that falls into the category of "programmatic" ad buying. The acquisition brings technology and a third party mobile developer/publisher network to Twitter. MoPub said yesterday in a blog post that nothing would change for its publishers and that Twitter would help it strengthen its services. Twitter was pretty clear about what it was after in buying MoPub: The MoPub team [...]

Twitter Reportedly Hires Google’s Christian Oestlien To Lead International Growth

Christian-Oestlien-LinkedIn Google's display advertising product management director is jumping to Twitter, according to All Things D. Christian Oestlien is reportedly being tapped to head up international growth for Twitter. He'll take the role of senior director of growth and international and report to Twitter vice president of product, Michael Sippey. Oestlien has been at Google for seven years, most recently working on Google+ ads in addition to display ads. According to the report, Oestlien will be tasked with growing Twitter's international user base and engagement as the company escalates preparations for an i [...]

Twitter Buys Trendrr To Strengthen Social TV Measurement

twitter-video-tv-featured Twitter has enhanced its social TV tracking capabilities today with its acquisition of Trendrr, the New York-based company that analyzes and aggregates social conversation around television. Trendrr has a Twitter-certified product called Curatorr that lets brands and media outlets curate tweets surrounding specific events and TV programs. The Curatorr website describes its real-time capabilities this way: Curatorr’s real-time API brings the full power of the Curatorr toolset to your apps. Whether you’re pushing tweets live on-air, surfacing real-time streams in mobile apps, or creating [...]

Twitter Hires Its First Head Of Commerce To Make Shopping In 140 Characters A Reality

twitter-logo-2012-new Twitter has hired Nathan Hubbard, formerly the CEO of Ticketmaster, as its first Head of Commerce. Hubbard reportedly began his new position yesterday, and will be tasked primarily with helping to grow Twitter's revenue by making it more friendly to the retail shopping experience. Hubbard's hire was announced this morning via a tweet from Twitter's revenue chief, Adam Bain, who'll oversee Hubbard's efforts in commerce. Hubbard also tweeted about his new role with a reference to his time at Ticketmaster, where commerce is all about the live event. To me, Twitter is a cardiogram of the pa [...]

Twitter Meeting With Banks Ahead Of Expected IPO Filing

twitter-birds-followers-featured The NY Post is reporting that Twitter executives are meeting with a host of Wall Street firms to decide who will take it to the IPO prom. Apparently, these are very preliminary meetings to communicate basic considerations and concerns to the banks. The article suggests that Twitter's thinking about its IPO is being substantially shaped by the experience of Facebook. Twitter CEO Dick Costolo and company want a "lower profile" IPO that doesn't become overheated and subsequently disappoint investors as Facebook's did (though the latter has now recovered). The Post says: JPMorgan Chase, Gol [...]

Is Facebook Starstruck? Evidence Shows Site May Be Following Twitter’s Lead With Celebrities

facebook-logo-featured More and more celebrities are using their Facebook fan pages to interact with followers. According to, the uptick in posts from some of Hollywood's most popular personalities is not a coincidence. The technology news site reports that the increase in celebrity activity is part of Facebook's strategy to bring more stars to the site. "Facebook has been ramping up its efforts to get more famous people using the site," writes's Peter Kafka, "In recent months it has bulked up a global team tasked with courting and hand-holding stars; in some cases, it offers ince [...]

Don’t Tweet Evil: In Light of UK Threats Twitter Cracks Down On Abuse

twitter-new-logo-blue Like setting up anonymous Twitter accounts to spew 140 characters of hatred, abuse and threats? Well, Twitter may soon shut you down as part of their commitment to users in light of recent journalist threats. Three female  journalists had recently been the subject of bomb threats in the UK, with two receiving threats of rape. The threats prompted an online petition that called for Twitter to add a "report abuse" button with the petition attracting more than 120,000 users. Twitter's Senior Director of Trust and Safety, Del Harvey, and Twitter UK General Manger, Tony Wang, promptly address [...]

Twitter Acquires Local Search Start-Up Spindle

Twitter logo Local search and content discovery start-up Spindle was acquired by Twitter according to a post on the company's blog today. Claiming to be a discovery engine for the social Web, Spindle was originally launched as a mobile application that pulls local business updates from social networks. From the Spindle blog: We’ve spent the past two and a half years building a product that helps you answer the question: “What’s happening nearby right now?" Every time we’ve experimented and looked beyond local discovery, we’ve been amazed by the breadth and quality of content shared on Twitter [...]

Thwart Social Media Crises With Brand New Hootsuite Security Suite Social Tool

HootSuite-Security With the overwhelming number of recent hacks, social media security has been one of the hottest topics in social. The popular social media management platform Hootsuite is looking to capitalize on this growing trend with their new Security Services feature. This new suite of services is available today for all Hootsuite Enterprise clients. Included in the package are: Social Asset Audits This audit form Hootsuite will identify potential breaches before they happen. Included with this is the transition of unsafe accounts to secure access environments. Twitter Security Alerts Hootsu [...]

Pew: 94% Of Teenagers Use Facebook, Have 425 Facebook Friends, But Twitter & Instagram Adoption Way Up

facebook-teens-youth-featured Teenagers use Facebook by far more than any other social media site and have over 400 friends on it. But Twitter and Instagram have massively increased their usage in the past year, according to a new survey from the Pew Internet & American Life Project, together with Harvard's Berkman Center. The new report covers US teens and social media. There are an enormous number of findings in the document, which was compiled using both surveys and focus groups. You can read or download the full report online. Facebook Tops, Twitter & Instagram Growing According to the report, 95 percent [...]

Twitter, NBA Score Deal For Basketball Game Highlights, Ads In Tweets

twitter-nba-logos-200px Twitter's expansion into the wider content world beyond 140-characters continues with news today that it will be showing highlights of NBA playoff games inside tweets. And, as Bloomberg reports, the deal also includes video ads that will show along with the highlight videos. The NBA will post highlights from the current NBA playoffs using the #NBARapidReplay hashtag, and ads will show from sponsors including Sprint Nextel, Taco Bell and Sony Pictures. Adam Bain, Twitter's head of global revenue, declined to discuss financial details with Bloomberg. Earlier this week, Twitter and ESPN [...]

Yahoo & Twitter Bring Real-Time Tweets To Yahoo’s Newsfeed

twitter-tweet-featured Yahoo announced a partnership with Twitter today to include real-time tweets from media outlets, politicians and celebrities in the Yahoo homepage newsfeed. In a post titled "@yahoo delivers #bestoftheweb," Yahoo CEO Marissa Mayer said users will see "relevant and personalized Tweets alongside stories from Yahoo! and other sources." Users will be able to follow tweet sources by clicking on the "Follow" button displayed in the tweets. It is not yet clear how the tweet personalization will function, but one would think that users who are signed in to Yahoo and or Twitter will be served mor [...]

Twitter Acquires Contextual Analytics And Data Visualization Startup Lucky Sort

Twitter has scooped up Lucky Sort, a two-year old start-up in Portland, Oregon, that developed TopicWatch, a contextual analytics engine designed to discover patterns in real-time data streams -- including Twitter data. Lucky Sort CEO, Noah Pepper announced on the company website that it will be closing down, and he and other team members will be joining Twitter's "revenue engineering department" in San Francisco. TechCrunch reported that Jesse Smith and Daniel Fennelly will join Pepper in the move. Launched in February 2012, TopicWatch offered analysts a big data visualization tool f [...]

Twitter CEO Leaves Role As UK Director Two Days After Dissolution Of TweetDeck

twitter-logo-2012-new Two days after the May 7 dissolution of TweetDeck, Twitter CEO Dick Costolo resigned from his role as UK Director. TweetDeck's failure to file 2011 accounts led to its forced dissolution by Cardiff-based Companies House, followed by Costolo stepping away from the role of UK Director on May 9. Dublin-based accountant Laurence O'Brien was selected to takeover Costolo's UK Director role, and will serve alongside current UK. Directors Alex Macgillivray and Ali Rowghani. Macgillivray also holds the role of Twitter's general counsel and head of trust, while Rowghani is Twitter's COO. O'Brien has [...]

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