Twitter has stolen one of Google’s top executives, Jennifer Prince, to focus on the entertainment end of their business.
In a bid to increase their celebrity following, Twitter hired Prince, Google’s former head of media and entertainment ad sales, to change the way in which movie and TV executives use the search engine.
According to the report in Variety, Prince starts in her new position, as head of Twitter’s entertainment sales, on Monday, August 19.
“All entertainment brands are working with Twitter, but they’re just scratching the surface.” Prince stated.
One of her first goals is to hire a sales team to increase Twitter’s coverage of movies and TV. She is also thinking of expanding the business to gaming.
Prince will promote Twitter as “social soundtrack” that can enhance marketing of TV shows and films.
At the moment, Twitter sells promoted tweets, if you use the site, you’ve seen those.
The former Google executive is charged with Twitter’s presence as it relates to the entertainment business as a whole.
Last month, the popular social media site, debuted a TV ad that posts sponsored messages in real time, targeting those who seem to be following certain shows.
This fall, Twitter plans to launch the Nielsen Twitter TV ratings, partnering with Nielsen to measure social engagement when it comes to shows.
“In my first two weeks, I’m going to meet with key entertainment brands to find out what exactly what they’re doing with Twitter today and where they want to go,” Prince said.
Hiring Jennifer Prince is an aggressive business move by Twitter which some see as a precursor to the company’s rumored IPO.
EMarketers estimate, Twitter will have global ad revenues of $950 million in 2014.
“Jen Prince has worked with Sony for more than the past decade, and her deep knowledge of the movie studio category makes her a perfect fit for the entertainment industry director role at Twitter,” Elias Plishner, Sony Pictures executive stated.
What do you think of Twitter’s move to hire a former Google executive for their entertainment business?