Twitter Australia is gearing up for a big year, with the managing director of the business saying the Australian offering is the “growth engine” for the Asia-Pacific region.
Its MD Karen Stocks told AdNews that Australia is punching well above its weight when it comes to the revenue growth it's achieving for the social network.
“From a global perspective we benched $2.2 billion in 2015, which was 58% year-on-year growth, which makes Twitter the fastest growing multimillion-dollar ad business in the world.
“Outside of the US that number was even higher at 69%, and whilst I can't give the specific Australian numbers, what I can say is that those numbers were even higher again,” she says.
The business reported its quarter four financial results last month, which saw the business reveal revenues of $710 million, however its monthly active uses stalled at 320 million, causing its share price to dip at the time of the announcement.
The results topped off a turbulent few months for the social network with news breaking out of the US that four of its top executives were departing the social network.
Media lead Katie Jacobs Stanton, product head Kevin Weil, the head of the engineering division, Alex Roetter and HR head Brian "Skip" Schipper all left the business in January, however Stocks explains that stories such as these ones don't impact the Australian business.
“The important context with those changes is, Jack's back, and he's an amazing leader,” she says. “He is so inspirational, the vision that he has around the product and the business is awe-inspiring and since he's come back he's spent some time thinking about how he wanted to run the company and how we needed to move faster with more agility,” Stocks adds.
Stocks also says that since the results the number of active users has already rebounded in January.
When it comes to advertising on the platform, Stocks explained that Twitter doubled the amount of advertisers it has using the platform globally, reaching 130,000, adding that in Australia there was 300% growth in the number of advertisers using the platform frequently to reach their customers.
“We've never been more vibrant, we're really excited that we have a big total audience and how highest revenue in our history," she says.
During the period of departure, the business named a new CMO, Leslie Berland, who was formerly senior VP partnerships at American Express.
Stocks however wouldn't be led on if this means a marketing campaign is coming for Twitter locally, saying: “ Leslie is having a look at where things are standing, so expect us to get a clear view from her in the next couple of weeks.”
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