Twitter now generating the majority of its ad revenue from mobile
A report in the Wall Street Journal that says on most days “Twitter is now generating the majority of its revenue from ads shown to its users on mobile” rather than from ads on its Twitter.com website.
That is particularly good news for Twitter as cracking the mobile platform in terms of advertising is going to be increasingly important for any social network as Facebook has found to its cost.
It is also a really fast turn around for Twitter as it has only been running mobile ads since the Spring and more importantly the results seem to dismiss fears that users would quit Twitter over the rise of mobile Promoted Tweets.
But P.F. Chang’s China Bistro is among the advertisers that say they were surprised at how many people are clicking on Twitter mobile ads.
The Scottsdale, Ariz.-based restaurant chain this winter spent $25,000 to pitch a Lunar New Year promotion to people on Twitter. P.F. Chang’s arranged to push posts promoting dining rewards to Twitter users, including those searching for terms such as “Chinese New Year,” on their mobile phones or their personal computers.
In the first four days of the campaign, P.F. Chang’s said roughly 1 million people clicked, recirculated or otherwise interacted with the Twitter ad. Of those people, roughly 70% did so from mobile devices rather than computers. ”The results were staggering,” Mr. Miller said. He added that P.F. Chang’s in April kicked off another $25,000 Twitter ad campaign to pitch lunch offerings. Mr. Miller said it hasn’t been as effective in generating clicks or in pushing up restaurant sales according to the Wall Street Journal.