By Sahil Patel
Twitter is not yet a profitable company. To get to that level, the company has been pitching itself as the perfect second-screen marketing platform for networks and studios — the pitch essentially being: People already come to Twitter to talk about your movies, TV shows, and videos, so why not serve them additional video content (and ads) while they’re doing it?
That’s pretty much the reasoning behind the Twitter Amplify product, which companies like ESPN and Turner have used to distribute and monetize short-form video content.
Now, Twitter has hired someone from the most prominent video/marketing company on the web, YouTube, to continue building out its video ad business.
As first reported by The Verge, Twitter has hired former Google/YouTube executive Baljeet Singh as a product director. He’s charged with improving the amount and quality of videos on the social networking platform, as well as helping Twitter sell ads against said content. He will also assist in securing deals for Twitter with broadcasters and “other creators.” Singh will report to Kevin Weil, VP of product for revenue at Twitter.
Singh spent five years at Google and YouTube, where he helped developed the TrueView product you are so familiar with today.