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June 07, 2012

Twitter Flying High on Positive Mobile Revenue Outlook

By Jacqueline Lee, Contributing Writer

Facebook’s (News - Alert) much-publicized mobile revenue woes are not being shared by fellow social network Twitter. According to Twitter (News - Alert) CEO Dick Costolo, Twitter’s mobile ads have actually beaten the performance of its desktop ads.



“Even though we launched our ad platform on the Web, and only started running ads on mobile a few months ago, it has already been the case a couple weeks ago that we saw mobile ad revenue for the first time in a day be greater than non-mobile revenue,” Costolo said at a conference sponsored by The Economist. “So mobile revenue for us is already doing delightfully well; I couldn’t be happier with it.”

The majority of Twitter’s 140 million active users – 60 percent, according to Costolo – use Twitter on a mobile device. But Facebook isn’t far behind. Fifty-three percent of its users access Facebook through its mobile apps, but Facebook hasn’t figured out how to make mobile deliver in terms of revenue.

According to ComScore, mobile users spend 114 minutes on Twitter’s mobile apps and mobile website and only 21 minutes on the desktop site. Twitter also recently gave companies the ability to customize promoted tweets to specific platforms, including iOS, Android (News - Alert), BlackBerry and desktop users.

“We've also noticed just as our mobile users are more active than our non-mobile users, the engagement rates on ads on mobile are much better than they are on non-mobile platforms,” Costolo explained to Tom Standage of The Economist.

Twitter offers advertising in the forms of promoted tweets and promoted trends. Both features appear in the platform’s communications timeline. However, Twitter is still valued under $10 billion dollars, while Facebook is valued at nearly $100 billion.

Twitter has a total of 500 registered users to Facebook’s 900 million, which means the short-form communications pioneer could eventually catch up, especially if they continue to capitalize on mobile advertising.

Of course, this is only the first day mobile advertising has exceeded online advertising for Twitter. Observers should surely wait before they assume Twitter has found a permanent mobile revenue generation solution.




Edited by Braden Becker
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