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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