Twitter hires ex-YouTube exec, tests click-to-call button

Twitter (TWTR +1.9%) has hired Baljeet Singh, a former senior YouTube exec responsible for developing the site's skippable pre-roll video ads (later imitated by many others).

Singh is tasked with improving Twitter's video discovery features and content base, and of ramping its video ad sales. His hiring comes after Twitter began showing embedded photos/videos in user Timelines, and launched several ad products aimed at TV networks and advertisers.

Separately, Twitter is continuing its ad expansion efforts by testing a click-to-call button (long a staple of Google and Yelp's mobile ads) that would allow users to directly call advertisers.

Digiday observes the test is part of a broader push by Twitter to offer direct response ads that can do things such as "generate leads, drive app downloads, collect consumers’ email addresses and induce incoming calls."

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