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Twitter’s Video Advertising Boost Is Still Far Off

  • Social media company doesn’t have video ad techology ready yet
  • High price of existing ads has been ‘headwind,’ company says
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The Biggest Challenges Facing Twitter

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Twitter Inc.’s plan to boost revenue from video advertising, a key part of Chief Executive Officer Jack Dorsey’s revival effort, will take longer than analysts expected.

The company is putting more video from its Periscope app and other sources in users’ timelines. But Twitter said Tuesday that third-quarter sales will be much lower than analysts predicted, in part because ad dollars from those videos won’t have kicked in yet. That sent Twitter shares down as much as 12 percent in extended trading.