Twitter Q3 results disappoint ahead of its first television ad campaign
Twitter added only four million new monthly users in Q3 2015, according to its report released yesterday. The stock fell as much as 12% in after-hours trading on the back of the report, which showed revenues of $569m, and a net loss of $132m. Twitter's Q4 results also look set to disappoint, as the company expects revenue to reach between $696m and $710m, while analysts had estimated revenues of nearly $740m. Anthony Noto, Twitter Chief Financial Officer, said that these disappointing figures where due to limited growth in advertising. It is also worth noting that mobile advertising revenue represented 86% of total ad growth for Q3. These results put Instagram on track to overtake Twitter in 2017, however, Twitter immediately launched its first ever television advertising campaign; part of its marketing strategy to boost its new Moments feature. The 30-second advert featured during the World Series and was aimed at sports enthusiasts.

Facing the challenge of how much—and how fast—it can grow, Twitter on Tuesday said it's launching a TV ad campaign during the World Series, just hours after reporting lackluster third-quarter earnings.

Co-founder Jack Dorsey, speaking during his first earnings call since returning as permanent CEO, didn't go into details about the TV ad, but more than once during the call, he talked about how Twitter's Moments feature is a promising addition for both users and advertisers.