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Since 76% of
Twitter's monthly users on average were accessing the service
from a mobile device in the third quarter, it makes sense that the
company is looking for new ways to grow mobile revenue. Ad revenue
from mobile already constitutes more than 70% of Twitter's total,
however, so its numbers are moving in the right direction.
Timeline promoted accounts will appear only on iOS and Android
devices, not in tweet streams accessed on a desktop. The promoted
account will be published beneath a tweet from the advertiser, and
they'll flow together through users' streams.
The introduction of the new format won't affect the frequency at
which ads appear, according to a Twitter spokeswoman. And as with
the existing version of promoted accounts, advertisers are only
charged when a user follows the account, not on an overall
impression basis.
In the blog post announcing
the new product, a use case for small and medium-sized businesses
is presented. "For example, a new coffee shop could run a
geo-targeted promoted accounts campaign in timeline to build
awareness about their business and explain why users should follow
them on Twitter," according to the post.
Since Twitter went public last month, it's made several updates
to its ad products, including the introduction of TV
targeting aimed at smaller advertisers who can't afford a
national TV buy and a wider rollout of
retargeted ads, which were announced last summer.
Twitter's stock is trading at over $56, more than double its IPO
price.
