Twitter, the micro-blogging site evidently has made the right decision when it started focusing on monetizing its mobile traffic. Unlike Facebook which continues to struggle on its mobile strategy, Twitter is remarkably doing well. According to executives at Twitter, Inc. majority of Twitter’s revenue now comes from mobile ads, outperforming revenue from Twitter.com.
It was only several weeks back that Twitter first announced an increase in mobile ad revenue when it reached 400 million daily tweets, seeing an increase of 18% in the number of tweets per day from 3 months ago.
Dick Costolo, current CEO of Twitter said in a statement:
“(Twitter ads are) inherently suited to mobile because Tweets are suited for mobile. Even though we launched first on the web and only started to run on mobile a few months ago. It’s already been the case a couple weeks ago that mobile ad revenue in a day was greater than non mobile. Mobile revenue is already doing delightfully well.”
Now, more advertisers are seeing impressive results on their twitter ad campaigns.
Advertisers were surprised at the number of people who interacted with twitter mobile ads. P.F. Chang’s China Bistro , a restaurant chain based in Scottsdale, Arizona spent $25000 for its twitter mobile ad campaigns promoting Chinese New Year to twitter users and giving out dining rewards.
In just a matter of four days, the ads earned 1 million clicks, 70% of which comes from mobile users.
“The results were staggering,” says Jason Miller P.F. Chang’s digital content and community manager.
Twitter currently has 140 million monthly users, 60% of which uses the service on mobile devices which could explain why twitter mobile ads offer better results than its web-based counterpart. While Twitter being successful in mobile advertising is generally anticipated, Twitter’s ad success is still astounding since it has only started selling mobile ads less than a year ago.
Despite its success, however, analysts still doubt that Twitter ads will ever be superior to Google’s or Facebook’s. According to Debra Aho Williamson, analyst at eMarketer, Twitter “still has a lot of growth to accomplish before they can make advertising a big business.”
But this does not mean that Twitter will not continue to ramp up its advertising business. As a final point, bigger than Google or Facebook or not, Twitter still has a lot to offer to marketers, and twitter advertising, especially on its mobile platform is still worth a try.
Source: Wall Street Journal
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