Small company helps Twitter make money (Update)

Nov 29, 2013 by P. Solomon Banda

Twitter just issued its IPO but a lingering question is how the popular worldwide microblog company will turn a profit. One U.S. company thinks it has found one way to help Twitter, and itself, make money.

Wayin has partnered up with the Denver Broncos football team to project tweeted photos and tweets from fans onto the Sports Authority Field at Mile High's Thundervision 2, the stadium's marquee 40-foot (12-meter) high, by 220-foot (67-meter) wide video scoreboard.

The software allows ads to be placed next to the tweets to generate revenue. It's unclear how that could impact Twitter's bottom line. None of the companies would discuss how much money is generated through the deal.

The Broncos rolled out Wayin's software during the game versus division rival Kansas City Chiefs on Nov. 17.

The team uses the software to search terms or so-called hashtags to find tweets by category from the thousands sent about the game and then pick the ones to send to the scoreboard and 1,100 television screens throughout the stadium, as well as to the Broncos social media hub on the Web.

"The key is that we're not just going to put up anything and everything because as you can imagine, there are some things you don't want to pull right in," said Sandy Young, senior marketing manager for the Broncos who is responsible for picking the tweets.

It's unclear how many companies such as Wayin, co-founded by Sun Microsystems founder Scott McNealy, are out there striking deals with companies to use the Twitter feed. Twitter declined to discuss the matter.

"It's no secret that Twitter has become the roar of the crowd during televised games, but we're also seeing teams embrace Twitter for the in-stadium experience," Geoff Reiss, head of sports at Twitter said in a statement.

Experts estimate that Twitter makes 85 percent of its money through so-called "native" advertising that shows up on the feed in the form of text, said Michael Myers, a business professor at the University of Denver.

"I think they'll experiment with how to make money," Myers said. "See if someone can curate their content and their data in a format that makes the customer so they don't have to reach out to the Denver Broncos themselves."

All fans have to do is send in their tweets, if they remember to charge their phones before heading to the stadium.

"Back when we had Treos and Blackberries, used to be a three-day battery life," said Evan Woock, who attended the Broncos/Chiefs game Nov. 17. "These days I can't get through a day."

Explore further: Twitter making tweets more 'visual' with overhaul

not rated yet
add to favorites email to friend print save as pdf

Related Stories

Twitter makes ad campaigns easier

Feb 20, 2013

Twitter on Wednesday made it easier to run ad campaigns using tweeted messages in a move that promised to ramp up the company's money-making potential and prospects for a stock market debut.

Twitter tunes in to TV partnerships ahead of IPO (Update)

Oct 07, 2013

Americans don't just watch TV anymore; they talk about it on Twitter. From the comfort of couches, they share reactions to touchdowns and nail-biting season finales—and advertisers and networks are taking note.

Recommended for you

Twitter rules out Turkey office amid tax row

13 hours ago

Social networking company Twitter on Wednesday rejected demands from the Turkish government to open an office there, following accusations of tax evasion and a two-week ban on the service.

How does false information spread online?

15 hours ago

Last summer the World Economic Forum (WEF) invited its 1,500 council members to identify top trends facing the world, including what should be done about them. The WEF consists of 80 councils covering a wide range of issues including social media. Members come ...

User comments : 0

More news stories

Microsoft CEO is driving data-culture mindset

(Phys.org) —Microsoft's future strategy: is all about leveraging data, from different sources, coming together using one cohesive Microsoft architecture. Microsoft CEO Satya Nadella on Tuesday, both in ...

Floating nuclear plants could ride out tsunamis

When an earthquake and tsunami struck the Fukushima Daiichi nuclear plant complex in 2011, neither the quake nor the inundation caused the ensuing contamination. Rather, it was the aftereffects—specifically, ...

Patent talk: Google sharpens contact lens vision

(Phys.org) —A report from Patent Bolt brings us one step closer to what Google may have in mind in developing smart contact lenses. According to the discussion Google is interested in the concept of contact ...

Quantenna promises 10-gigabit Wi-Fi by next year

(Phys.org) —Quantenna Communications has announced that it has plans for releasing a chipset that will be capable of delivering 10Gbps WiFi to/from routers, bridges and computers by sometime next year. ...