Is Twitter Nailing Mobile Advertising?
Getting advertising revenue from mobile platforms is a key challenge for Facebook, Twitter and the other social networks as more and more of us turn to our mobiles to access these sites.
Whilst Facebook continues to struggle in this regard however it seems that Twitter is doing considerably better. The Wall Street Journal reports that they are seeing strong early signs of success in the selling of advertising on mobile devices.
It reveals that Twitter is now making more money from mobile advertising than it is from advertising on its full website. Twitter executives explain this is due to mobile users interacting more with ads than those accessing Twitter.com.
This is a very good sign for the company, who only started offering mobile adverts in April, but who see it as a key area for driving revenue growth.
Advertisers are revealing that as many as 70% of interactions they see from their Twitter advertising campaigns comes from the mobile version of the site.
Twitter says its mobile-advertising business is working because a company can easily convert any tweet into an ad.
The format of ads on Twitter's mobile and desktop sites are the same, and advertisers pay the same rate no matter the platform. On many mobile services including Google's, ad rates are lower in part because advertiser demand is lower.
Twitter also says its users are more active on mobile devices, which may explain why interaction with ads is higher, too. About 60% of its 140 million monthly users access the service on mobile devices.
"We know that mobile is how people access Twitter, it's where people are overall, and we know it's where the business is," said Adam Bain, Twitter's president of global revenue.
So whilst there are still some issues as to how to market on Twitter effectively (and legally), if you can get it right the results seem exceptional.