Twitter poised for $1bn in annual ad revenue

Surge driven by mobile campaigns, says eMarketer report

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Twitter poised for $1bn in annual ad revenue Twitter is projected to see better than 850% growth in ad revenue between 2011 and 2015. ()
By  Stephen McBride Published  March 28, 2013

Social comms platform Twitter is set to generate close to $1bn in advertising in 2014 thanks to a massive increase in mobile campaigns, according to market intelligence firm eMarketer Inc.

Amending an earlier forecast, the research company said 2013 global ad revenue would be $582.8m and that 53% of that would be from mobile, up from almost zero mobile revenue in 2011. The updated projections predicted a $950m haul from 2014 ad campaigns, corrected from a previous $800m figure.

Looking farther forward, eMarketer said 2015 revenues would reach $1.33bn. When compared to 2011's $139.5m, this would mean mobile advertising will drive growth in Twitter's overall ad revenue of 853% in a five-year period.

The forecast could prove significant as the microblogging service gears up for a rumoured 2014 IPO. Industry researchers have named Twitter the fastest-growing social media site, with a current 200m active bloggers.

Mobile is fast becoming the biggest driver of companies' Web strategies. Celebrating its milestone of 1bn monthly users, YouTube last week credited the so-called Generation C as its biggest driver of traffic. ‘Generation C' is a term coined by media researcher Nielsen to describe an age-independent demographic that consumes online content from mobile devices.

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