On the State of Twitter Advertising: Adam Bain

Last week I wrote a post about Neal Mohan, who will be joining us for this month’s Signal conference in San Francisco. Today I’m focusing on Adam Bain and his role as President, Global Revenue at Twitter.

I’ve known Adam for some time, since his days at Fox Interactive Media, where he built Fox’s advertising platform (initially as a product out of MySpace). He joined Twitter a year and a half ago, and since then, has overseen the development of its “promoted” suite of products. Just recently, Twitter has expanded its roll out of what CEO Dick Costolo calls its “atomic unit” of advertising, the Promoted Tweet, to its mobile base, a significant move mirrored by Facebook at nearly the same time. It’s also opened up a self-service portal to its ad machine, a crucial move that drove early adoption of search and Facebook advertising.

When you are in charge of revenue for a company valued at $8 billion, the heat is on – the estimated $140 million or so Twitter pulled in last year ain’t gonna cut it. The company needs to scale its advertising platform to Google and Facebook levels, in terms of efficiency, response, and return on marketing investment. That’s no easy feat. In fact, it’s only been done a few times – by Facebook, Google, and arguably Overture (before Yahoo’s purchase and subsequent deal with Microsoft).

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San Francisco In The Spring: Come To Signal

Over at the FM blog, I just posted the draft agenda for the first of five conferences I’ll be chairing as part of my day job at Federated Media. Signal San Francisco¬†is a one-day event (March 21) focused on the theme of ¬†integrating digital marketing across large platforms (what I’ve called “dependent web” properties) and the Independent Web. The two are deeply connected, as I’ve written here. As we explore that “interdependency,” we’ll also be talking about some of the most heated topics in media today: the role of mobile, the rise of brand-driven content, the impact of real-time bidded exchanges, and more.

Signal builds on the format I spent almost a decade crafting at the Web 2 Summit – the “high order bit,” or short, impactful presentation, as well as case studies and deeper-dive one-on-one interviews with industry leaders. Those include Jeff Weiner, CEO of LinkedIn, Adam Bain, President of Revenue at Twitter, Neal Mohan, who leads Google’s ad products, and Ross Levinsohn, who runs Yahoo! Americas, among others.

Others represented include Instagram, AKQA, Babycenter, Intel, Tumblr, WordPress, ShareThis, Facebook, and many more. I hope you’ll consider registering (the earlybird expires next week), and joining me for what’s certain to be a great conversation.

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