Twitter, the micro-blogging service based in San Francisco, has appointed Taranjeet Singh as the new country director for its operations in India, its fastest growing market in daily active users in the last quarter.
With Twitter's quarterly earnings exceeding what was expected, he said that the revenue totalled $208 million, a 2% year-on-year increase. This has made India’s growth five times than the global average.
Singh would be looking at an integrated business strategy and cross-functional efforts so that he can further grow India as a market in terms of audience and revenue, so that brands can ensure maximum returns for the budgets they spend on Twitter.
With India’s cost per engagement (CPE) down by 86%, advertisers are getting far more returns on their investments. The lower CPEs are a result of constant improvement on advertising products, especially videos.
Over the last quarter, videos have shown a 43% rise in consumption.
With some key people leaving Twitter last year, there has been a need to realign responsibilities, which is being done by keeping in mind a common goal. For this purpose, several teams are built in India, like a content partnership team, a sales account management video teams, a brand strategy team etc. Twitter India also brought on board a new India head of business development recently.
Talking of Twitter Lite for India, Singh told
ETthat it would ensure that Twitter is available to anyone who uses a smartphone, so that the audience can grow in the mobile-first market that India is.
Singh said that Twitter is also working on initiatives like 'Startup India', and focuses on a younger and a far more evolved audience, aware about the world’s happenings.
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