eMarketer: Twitter mobile ad revenues to eclipse $300M in 2013
Twitter is on pace to generate global advertising revenues of $582.8 million in 2013, with mobile ads yielding 53 percent of that total, or $308.9 million, research firm eMarketer forecasts.
While mobile ads contributed almost nothing to Twitter's bottom line in 2011 and generated $138.4 million last year, eMarketer anticipates the social media platform's mobile efforts will drive more than 60 percent of revenues as soon as 2015, translating to annual mobile earnings of roughly $811 million.
"Advertisers have shown more interest in spending money on mobile advertisements on Twitter, and as recent audience figures from multiple research sources analyzed by eMarketer have suggested Twitter's reach is improving," the firm states. "eMarketer believes Twitter has ultimately benefited from the increased focus on mobile by competitors like Google (NASDAQ:GOOG) and Facebook (NASDAQ:FB), which have both expanded their own mobile ad offerings and worked to convince advertisers to shift dollars to mobile devices."
eMarketer estimates Twitter will earn $308.9 million in mobile ad revenue in 2013, more than the company earned across all ad types combined in 2012.
Last month, Twitter rolled out a new Ads API enabling marketers to integrate Twitter campaigns into their existing cross-channel advertising strategies. "The launch of the Ads API will also contribute to incremental growth for Twitter this year, though eMarketer had already built that product into its December forecast for mobile ad revenues," the researcher notes.
The U.S. market is expected to drive about 83 percent of total Twitter ad revenues in 2013, down from 90 percent a year ago. Expansion of foreign sales operations will help non-U.S. ad revenues increase from 17 percent this year to 24 percent in 2015.
Twitter passed the 200 million monthly active user milestone in late 2012. Research firm comScore reports that 53.6 percent of unique Twitter users access the platform via mobile.
- read this eMarketer article
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