Costolo outlined Twitter’s other efforts to increase engagement among logged-in and logged-out users, including a partnership in which Promoted Tweets will show up on Yahoo Japan and Flipboard, and a homepage with a mix of algorithm-delivered and curated content. Users that sign up for Twitter after visiting that specialized homepage will get an "instant timeline" without having to choose which Twitter users to follow – which Costolo claimed scared away some prospective users.
In other news, this is the last earnings call when Twitter will report Timeline views (in previous earnings calls, analysts had harped about declines in this area). Twitter had stated in the past that product developments – like a list that curates the best tweets - impacted Timeline views. CFO Anthony Noto reiterated this stance, adding that Twitter will consequently no longer report Timeline views during earnings calls.
At its curtain call, Timeline views rose to 182 million for the quarter, up 20% and ad revenue per thousand Timeline views increased 60% to $2.37 thanks to higher pricing.
Twitter also has room to host more ads, and it plans to eventually have a 5% ad load. However, Noto added: "We have excess supply compared to the demand.”
Despite excess supply, advertisers are still paying more for ads, due to a shift to higher-priced, higher-performing ad units, like promoted video (which is still in beta). Noto said some price increases come from higher-priced ads with lower CTR, like app install ads. Cost-per-engagement ad pricing increased 10% from Q3 to Q4.