Bloomberg signs first advertisers for its Twitter network

Bloomberg’s news division for Twitter has signed its first big advertisers as the introduction of its 24/7 streaming channel approaches, reports Garett Sloane of Ad Age.

Sloane reports, “Goldman Sachs, Infiniti, TD Ameritrade and CA Technologies have inked deals to advertise on Bloomberg’s forthcoming Twitter-only network, a project announced by the two companies in May. Bloomberg has been looking for sponsors to not only serve ads during breaks but be part of the content that will fill the nonstop news engine.

“Bloomberg Media CEO Justin Smith says the companies have been working closely, engineer to engineer, to develop what he’s pitching as a new kind of media. ‘This is a new global 24-7 breaking news video network, powered by the speed of Twitter but verified by the human journalistic judgment of the Bloomberg newsroom,’ Smith says.

“The verification is a central part of Bloomberg’s value proposition, not just to viewers but to advertisers, many of whom are reluctant to jump into the often turbulent waters of Twitter. With the rise of fake news, bot saboteurs and a Twitter-fueled political environment, many brands are wary of inserting themselves into its particular breed of conversation.”

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