Twitter expansion lets ads reach users who aren't logged in

Twitter said Thursday it was expanding its advertising to allow marketers to reach people who use the messaging platform without logging in.

See Full Article

The move potentially opens up new revenue streams to Twitter, which has struggled to expand its user base and has never made a profit.

Twitter has 320 million active users, but claims its "total audience" is much larger, with many more people viewing tweets without joining or logging in.

Twitter product manager Deepak Rao said the new feature would be "a test for marketers to reach the over 500 million people who visit Twitter each month to keep in touch with what's happening without logging in."

Rao said this "includes people who click on links to tweets in Google search."

"By letting marketers scale their campaigns and tap into the total Twitter audience, they will be able to speak to more people in new places using the same targeting, ad creative, and measurement tools. Marketers can now maximize the opportunities they have to connect with that audience," he said.

The new feature is being rolled out with some advertisers in the U.S., Britain, Japan and Australia, "with more geographies in the future," Rao added.

Lou Kerner, a partner at the venture firm FlightVC who follows social media, called Twitter's action "a smart move" but said it was unclear if it would deliver meaningful revenue.

"This can have a positive impact on revenue at the margin, but ultimately it doesn't get at their core problem, which is user engagement, how often people are going to Twitter to see the content that they want to see," Kerner told AFP.

"They need to figure out how to get users that come and stay longer. Which is a very difficult problem. It's going take a fundamental change of Twitter."

Much of Twitter's revenues come from ads known as "promoted tweets."

The company, which recently brought co-founder Jack Dorsey back as chief executive, saw its shares jump 7.4 per cent on the news to US$26.11 in afternoon trade.



Advertisements

Latest Tech & Science News

  • Milwaukee tells 'Pokemon Go' creators to get permit to have creatures in parks

    Tech & Science CTV News
    MILWAUKEE -- "Pokemon Go" monsters can roam virtually wherever they please, but they'll need a permit to get into Milwaukee County parks. At the height of the game's popularity last summer, the large crowds it attracted to one Milwaukee park left county officials at a loss for how to deal with the sudden influx of players and the trash they left behind. Source
  • SpaceX launches rocket with supplies to International Space Station

    Tech & Science CBC News
    A SpaceX Dragon cargo spacecraft was sent into space Sunday aboard a Falcon 9 rocket, on a mission to deliver supplies to the International Space Station. The launch was the first from Kennedy Space Center since the shuttles were retired six years ago. Source
  • SpaceX trying again to launch rocket from historic moon pad

    Tech & Science CTV News
    CAPE CANAVERAL, Fla. -- SpaceX is taking another shot at launching a rocket from NASA's historic moon pad. As dawn broke Sunday over Florida's Kennedy Space Center, the unmanned Falcon rocket stood at Launch Complex 39A, poised to deliver supplies to the International Space Station. Source
  • SpaceX launches rocket from NASA's historic moon pad

    Tech & Science CTV News
    CAPE CANAVERAL, Fla. -- NASA's historic moonshot pad is back in business. A SpaceX Falcon rocket blasted off Sunday morning from Kennedy Space Center's Launch Complex 39A. It's carrying a load of supplies for the International Space Station. Source
  • SpaceX go for launching rocket from NASA's historic moon pad

    Tech & Science CTV News
    CAPE CANAVERAL, Fla. -- SpaceX is all set to launch a rocket from NASA's historic moon pad. As the sun rose Saturday over Kennedy Space Center in Florida, the unmanned Falcon rocket stood at Launch Complex 39A, ready to soar. Source
  • SpaceX set to launch rocket from NASA's historic moon pad

    Tech & Science CTV News
    CAPE CANAVERAL, Fla. -- SpaceX is all set to launch a rocket from NASA's historic moon pad. As the sun rose Saturday over Kennedy Space Center in Florida, the unmanned Falcon rocket stood at Launch Complex 39A, ready to soar. Source
  • SpaceX halts rocket launch from NASA moon pad

    Tech & Science CTV News
    SpaceX will have to wait at least another day to launch from NASA's historic moon pad. Last-minute rocket trouble forced SpaceX to halt Saturday's countdown at Florida's Kennedy Space Center. The unmanned Falcon rocket remains at Launch Complex 39A, waiting to soar on a space station delivery mission. Source
  • Last-second launch delay for SpaceX at historic moon pad

    Tech & Science CTV News
    CAPE CANAVERAL, Fla. -- Last-minute rocket trouble forced SpaceX on Saturday to delay its inaugural launch from NASA's historic moon pad. SpaceX halted the countdown with just 13 seconds remaining. The problem with the second-stage thrust control actually cropped up several minutes earlier. Source
  • Abundant fish draw 1 million penguins to Argentine peninsula

    Tech & Science CTV News
    PUNTA TOMBO, Argentina -- More than a million penguins have travelled to Argentina's Punta Tombo peninsula during this year's breeding season, drawn by an unusual abundance of small fish. Local officials say that's a record number in recent years for the world's largest colony of Magellanic penguins, offering an especially stunning spectacle for the tens of thousands of people who visit the reserve annually. Source
  • Biologists find weird cave life that may be 50,000 years old

    Tech & Science CTV News
    BOSTON -- Scientists examining caves in Mexico have found life trapped in crystals that could be 50,000 years old. Penelope Boston, head of NASA's Astrobiology Institute, on Friday announced the findings of bizarre and ancient microbes in caves in Nica, Mexico. Source