Twitter Trials Video Advertising Platform to Rival Facebook
Twitter is introducing video advertising. In a bid to broaden its revenue stream, the social media giant is looking to insert video ads due to the popularity of tweets that have clips embedded. In a blog post by Twitter, the company announced that a trial service will allow marketers to pay each time someone clicks to watch a video on the site. The microblogging site added video players within tweets earlier this year.
Twitter currently has 271 million users and CEO Dick Costolo is always seeking new ways to harness their engagement in a profitable manner. The new feature follows similar moves by rival Facebook, the world’s largest social network, to capture a bigger slice of the digital-video ad market, which is projected to expand 42 percent to $5.96 billion in the U.S., according to researcher EMarketer.
Brian Blau, an analyst at Gartner, said the following to Bloomberg Businessweek: “Video is a big deal for Twitter. Video was the biggest thing missing from their product. Facebook is very far ahead with video.”
Facebook currently leads the pack when it comes to social video adverts and has recently purchased LiveRail to help distribute video ads across the web.
In addition to advertising, Twitter is encouraging certain brands and high-profile users to start posting more videos, whether they’re promotional or not. “The overall goal is to bring more video into our users’ timelines to create a richer and more engaging Twitter,” the company said in its post.
Health Catalyst: An agile approach to healthcare data
Healthcare Catalyst is quite literally a healthcare providers’ catalyst for change when it comes to their measurable, data-informed improvement in analytics, software and services.
Founded in 2008 in Salt Lake City, Utah, Health Catalyst is dedicated to enabling health care organisations to build a healthcare-specific, open, flexible, and scalable data platform and fully integrated suite of analytics applications.
This enables health system partners, including Northwell Health in New York which serves a population of 11 million, to realise measurable value within months. “Our customers have recognised the potential to use data, to meaningfully improve their clinical, financial and operational business performance outcomes,” said Mike Doyle, Chief Customer Officer.
Formed by a group of healthcare veterans – with a quest to develop a data warehouse that could handle the complexities unique to healthcare data – they revolutionised the clinical process models and use of analytics and discovered the solution now known as Adaptive Data Architecture, which is agile, flexible and can be implemented in a matter of weeks compared to a matter of years.
Today, Health Catalyst helps clinicians in more than 250 hospitals that care for more than 100 million patients each year.
Health Catalyst offers a solution in three parts:
Data Operating System
Cloud-based DOS is a healthcare-specific, open, flexible, and scalable that provides customers a single environment to integrate and organise data.
Analytics applications build on top of the data platform and allow customers to make measurable clinical, financial and operational improvements.
World-class team of analytics and domain experts leverage technology to help customers shorten time-to-value and achieve sustainable, measurable improvements.
The fully integrated data platform and suite of analytics applications helped clients during the pandemic, in ways even Health Catalyst could never have imagined. Health Catalyst offered products and services to support customers’ agile response to the pandemic in four phases:
“By having the data operating system, our clients were able to take advantage of the integrated source of data to meet challenges that they were facing in their local geographies due to the pandemic in ways that we could never even have predicted,” said Doyle.
Doyle highlighted Health Catalyst’s Value Architecture group, which helps the company ensure that its technology and expertise are delivering measurable and meaningful value to our clients. “I think another key differentiator is our open platform that our clients are able to use to accelerate their own integration of data, but it is customisable, configurable in ways that makes it unique for them in ways other cookie cutter analytics just can’t match.
“We like to start every discussion by listening and understanding how we can help our customers avoid making mistakes and getting the most out of their investment in data.”
Speaking about their partnership with Northwell, Doyle said: “We're very grateful for this partnership and want to thank these visionary leaders who are able to envision a future using data that is light years beyond what we can think of today.”