Axiom Maintains Buy on Twitter as a Valuable Advertising Platform


In a research report published on Thursday, Axiom analyst Victor Anthony maintained a Buy rating on Twitter Inc (NYSE:TWTR) with a price target of $60, which implies an upside of 28.8% from current levels. Anthony claims that Twitter is becoming a “must-buy” for advertisers.

Although Facebook is making large strides as an advertising platform, Anthony believes that advertisers are starting to realize the value in Twitter. He notes that it is initially difficult for advertisers to understand how to set up campaigns on the live social media site, but successful campaigns achieve good results.

Anthony specifies that e-commerce companies achieve significant results when they “match specific products to events,” such as promoting sneakers during the Super Bowl or tuxedos during the Oscars. Due to the “live nature” of Twitter, advertisers achieve “first-day purchases in the way they cannot effectively do with Facebook.”

The analyst noted that risks include unsuccessful product launches and competition from other social media sites.

According to TipRanks.com, which measures analysts’ and bloggers’ success rate based on how their calls perform, analyst Victor Anthony has a total average return of 18.1% and a 70.3% success rate. Anthony has a 2.1% average return when recommending TWTR, and is ranked #65 out of 3511 analysts.

 

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