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What is Twitters Future in Mobile?

Most of the big news we have seen from the mobile advertising community has been in relation to companies like Google or Facebook, which have been innovating in the field in order to push more advertisers toward mobile as a platform of choice. However, everyone knows that there are plenty of other social networks and companies to pay attention to, as the entire digital world goes mobile. Twitter is a great example of a popular social network that is not known by many as a viable destination for mobile advertising placement. However the broader picture for Twitter advertising, in which all ad types are considered, shows that Twitter is one of the fastest growing social advertising platforms on the web.

The well-known marketing research company eMarketer recently released some new projections regarding Twitter’s ad revenue growth in the next few years. By the end of 2013, the company forecasts Twitter ad spend will reach $582.8 million overall. Further down the road, by 2014 eMarketer predicts that Twitter’s overall ad spend will closely approach $1 billion. Naturally this means that by 2015, spend will surpass the billion dollar mark, estimated by eMarketer to hit about $1.33 billion.

What’s really interesting is that for 2013, the company predicts 53 percent of that $582.8 million coming from mobile advertising alone, while back in 2011 almost none of Twitter’s ad spend was on mobile. By 2015 though, about 60 percent of all ad spend will be coming from mobile advertising, so eMarketer forecasts.

Why will Twitter be gaining so much mobile attention? Well, Twitter itself will not be able to take the credit for it. Here is what eMarketer believes will be the cause for all of this mobile growth:

eMarketer believes Twitter has ultimately benefited from the increased focus on mobile by competitors like Google and Facebook, which have both expanded their own mobile ad offerings and worked to convince advertisers to shift dollars to mobile devices. 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.

As for the mobile ad revenue that Twitter will gain, eMarketer has made an estimate that by the end of this year, it will have reached about $308.9 million, more than the company brought in from all ad types in 2012. By 2015, mobile ad revenue for Twitter will be up to $811.3 million, if things go as eMarketer thinks they will.

If things pan out like eMarketer has predicted, there will be yet another important social network to consider in creating mobile marketing campaigns. Twitter’s mobile platform has already gained quite a bit of attention, but in no way has it reached the level of Facebook. However, it very well could, especially considering the company has gained quite a bit of attention since the release of its Ads API.

It seems that Twitter is turning into something that mobile marketers need to keep an eye on, and that will only be more true over the span of the next few years.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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