Twitter needs a larger user base and improved engagement to win business from mass-market clients, according to ad buyers. The company's monthly growth has slowed to 7% and it has less than one-fifth of the audience of rival Facebook. Twitter also needs to become a daily-use tool to assure advertisers access to a "consistent audience to tap into ... not an audience that is just churning in and out," said Adam Shlachter, senior vice president of media at DigitasLBi.

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