Twitter mobile ads now outpace desktop revenues
Mobile advertising now drives the majority of Twitter revenues, trumping profits derived from desktop ads on most days, company executives told The Wall Street Journal. Twitter brass said that about 60 percent of its 140 million monthly users access its social platform on mobile devices, adding that consumers who see a Twitter ad on their phone are more likely to click or interact with the promotion in some way.
The P.F. Chang's China Bistro chain said it spent $25,000 this winter on a Twitter campaign advertising its Lunar New Year promotion--more than 1 million consumers clicked or retweeted the Twitter ad in its first four days, with 70 percent of those interactions taking place on mobile devices. P.F. Chang's soon shifted its entire Twitter ad budget to the mobile channel: "The results were staggering," said Jason Miller, the chain's digital content and community manager said.
Miller added that an April campaign pitching P.F. Chang's lunch menu failed to match the effectiveness of the Lunar New Year promotion, speculating Twitter mobile ads may be optimized for time-sensitive events but not awareness-building efforts. Article