Twitter says mobile revenue surpassed web on many days
Twitter CEO Dick Costolo has said Twitter is generating more advertising revenue from its mobile platform than from its website on many days in the last quarter.
Costolo made his remarks whilst speaking at a conference in San Francisco on the day afterFacebook stepped up the monetisation of its mobile service by allowing the majority of advertisers to buy Sponsored Story ads specifically for mobile for the first time.
Generating ad revenue from mobile revenues is seen as crucial for both Twitter and Facebook. In recent weeks Twitter taken steps to emphasize its native mobile credentials and distance itself from Facebook’s troubles (its stock $12 off of its $38 IPO price.
Twitter’s UK head of sales Bruce Daisley spoke recently at the IAB Mobile event about the need for marketers to exploit the mobile space so that they are able to target users in the gaps, the interstices, when they are on the move and accessing mobile devices.
Costolo again emphasised its mobile heritage when speaking yesterday, according to a Reuters report, and said that Twitter was a company “borne or mobile”.
“We’re borne of mobile,” Costolo said in response to a moderator’s question about the difference between Facebook and Twitter. “We have an ad platform that already is inherently suited to mobile, even though we launched our platform on the Web and only started running ads on mobile recently.”
Twitter, which now has 140 million monthly active users producing 400 million tweets daily, has ramped up its revenue-generating efforts since Costolo assumed the top leadership role in late 2010.
The company introduced ads into smartphone users’ timeline in February. The following month, Twitter released a feature allowing advertisers to send promotional tweets specifically to iPhone and Android users, who comprise 60 percent of all Twitter users, according to the company, Reuters reports.