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You’ve been at Twitter for three years. How has it changed?
FROELICH:
When I first started, tweets were predominantly text based. You’d have the text, and any media in the tweet — photos, video — was a link. Shortly after I joined, we
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Froelich at Sports Media & Technology conference last fall
Photo by: TONY FLOREZ PHOTOGRAPHNY
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announced native video. Above anything else, that is one of the biggest things that has impacted the growth of the business during my time here because video is in such high demand from advertisers. Sight, sound and motion provides that emotional hook.
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How does the live-streaming NFL deal help Twitter?
FROELICH: We’re able to grow the audience for advertisers. We can help advertisers reach fans in a way that they haven’t been able to before.
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What’s Twitter’s pitch?
FROELICH: Advertisers have the opportunity to be part of everything. They can be part of the games themselves or the game around the game. We have the games. We also have the conversation that happens with highlights from games throughout the week and also behind-the-scenes video clips.
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What have you learned from the NFL deal?
FROELICH: The more NFL content that we make available to fans, the more they want. Both the NFL and advertisers find that to be really attractive about our platform.
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What will this look like in the next few years?
FROELICH: Media consumption patterns are shifting dramatically. There’s no turning back from that now. That’s going to keep happening. We’re going to keep going out there to find the content that fans want, and we’re going to be able to deliver it to fans who are cutting the cord or have never had authentication credentials. There’s going to be more of those people and we want to be there to satisfy them with the best content possible and all the amazing conversation around it.
— John Ourand
