Costolo looking for new media prospects

Twitter taps into mobile video with Niche deal

Dick CostoloThe social media network Twitter has acquired a start-up that links the makers of videos with advertisers in a move hailed as the next development in the advertising world.

The $30 million (£19.7m) deal for the New York based Niche will let Twitter advertisers team up directly with people who make content go viral on Vine, Twitter’s six-second video-streaming service, Facebook’s Instagram, and Google’s YouTube, which also hosts video creators that work with Niche.

Mobile video is part of what Twitter chief executive Dick Costolo (left) describes as “now-commerce” or “in-the-moment commerce”

“As more users and creators use different products as a way to share what’s happening in their world, brands are also looking to partner with those individuals in hopes of generating comments that resonate with the people they are trying to reach,” Twitter ‘s director of product management Baljeet Singh said in a blog.

The deal could help Twitter tap into deals between brands and individuals which have previously been done outside its platform.



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