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

  • New species of prehistoric palm discovered in Canada

    Tech & Science CBC News
    A researcher identified a new species of small palm that once grew in Canada after examining a fossil that had been part of an Alberta museum collection for decades. Palms are typically associated with warm, tropical climates. Source
  • Trump administration's energy policy aims to revive America's coal industry

    Tech & Science CBC News
    Less than an hour after the inauguration of U.S. President Donald Trump, the new administration outlined on the White House website its energy policy, which aims to focus on gas and oil, and reviving the coal industry. Source
  • Less than hour after inauguration, Trump publishes energy policy to revive coal industry

    Tech & Science CBC News
    Less than an hour after the inauguration of U.S. President Donald Trump, the new administration outlined on the White House website its energy policy, which aims to focus on gas and oil, and reviving the coal industry. Source
  • Science 'Trumped' by belief: Bob McDonald

    Tech & Science CBC News
    Donald Trump has stated clearly that he believes climate change is a hoax and that vaccines cause autism, two topics that have been clearly proven by science to be untrue. Now, he has a team of players that are carrying these beliefs to other levels of government. Source
  • Trump makes cyberwarfare an official priority for new White House

    Tech & Science CBC News
    U.S. President Donald Trump will make cyberwarfare a "priority" in the fight against ISIS and other terrorist organizations, the new administration revealed on Friday. The White House website was updated shortly after President Trump's inauguration — offering little insight into the government's plans, but the clearest official indication yet that the government is actively engaged in digital attacks. Source
  • Samsung probe finds faulty batteries triggered fire: report

    Tech & Science CTV News
    A Samsung probe into the exploding batteries that forced the electronics giant to scrap its Galaxy Note 7 smartphones has found irregularly sized batteries caused overheating, the Wall Street Journal reported Friday. The South Korean conglomerate was forced to discontinue its flagship Note 7 after a chaotic recall that saw replacement phones also catching fire, with the debacle costing the company billions in lost profit and reputational damage. Source
  • Scientists protest Trump inauguration with #USofScience on Twitter

    Tech & Science CBC News
    As Donald Trump prepared to become the 45th president of the United States, scientists from around the country marked the day by taking to Twitter. Stand up for science! We'll be flooding the social media airwaves with research and discovery during the inauguration, using #USofScience. Source
  • One in five of us secretly snoops on our friends' Facebook accounts

    Tech & Science CTV News
    If you think your Facebook account has been hacked then there may be a chance that it was your friend that did it, according to the results of a new study by the University of British Columbia, Canada. Source
  • Beware friends, family, secretly snooping on your Facebook account

    Tech & Science CBC News
    Digital spies are often thought of as government spooks, or shadowy online groups pilfering data from afar in headline-grabbing attacks. But for many of us, the greatest threat can come from those we know and love. Source
  • Crew enters Hawaii dome for 8-month study imitating life on Mars

    Tech & Science CTV News
    Six carefully selected scientists have entered a man-made dome on a remote Hawaii volcano as part of a human-behaviour study that could help NASA as it draws up plans for sending astronauts on long missions to Mars. Source