Byravee Iyer
Nov 22, 2013

Twitter’s future has deep ties to television: Shailesh Rao

ASIA-PACIFIC - Even as digital marketing platforms sound the death knell for television, Twitter sees value in integrating the two mediums, Shailesh Rao, Twitter’s VP for APAC, Latin America and emerging markets, said at an event the Interactive Advertising Bureau (IAB) hosted yesterday.

Ninety-five percent of live-TV conversation happens on Twitter

“Twitter has a symbiotic relationship with television, and credit goes to the founders for identifying the specific nature of the platform,” Rao stressed.

TV shows over the past few years have been the source of massive chatter on social media, especially Twitter. Rao said all that banter has driven an increase in TV’s viewership and reach. The company’s TV-ad targeting product, which debuted earlier this year in the US, gives marketers a...

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