Earlier this month Twitter’s CEO Dick Costolo reported that Twitter’s mobile advertising had surpassed its non-mobile revenue stream for the first time. Now, that’s become a regular occurrence, with the majority of ad revenue coming from their mobile platform on most days, reports The Wall Street Journal.
And for one advertiser, those mobile ads have generated “staggering” results.
Restaurant chain P.F. Chang’s China Bistro spent $25,000 on a Lunar New Year promotion with Twitter, using the platform to show tweets promoting dining rewards to Twitter users, including those searching for terms such as “Chinese New Year” on their mobile handsets.
In the first four days of the campaign some 1 million people clicked, retweeted or in some way interacted with the ads – and 70 percent of those came from mobile devices.
“The results were staggering,” said Jason Miller, digital content and community manager for P.F. Chang’s, who quickly shifted the company’s entire Twitter budget to mobile.
However, an April Twitter ad campaign from P.F. Chang’s didn’t have quite the same level of results, and Miller suggests that Twitter may work better for events that are time-sensitive, and that the platform could “fall flat” for other types of promotion.
Twitter is well placed in the mobile ad space, certainly compared to rivals such as Facebook. Roughly 60 percent of Twitter’s 140 million active users log on via mobile devices, and Twitter’s short messaging system and origins, which trace back to mobile, give it an advantage over its competitors. P.F. Chang’s success, and some other key mobile data, can be found in the infographic below.
(Source: Wall Street Journal.)