Over 70% of Twitter users are outside of the US “and we will continue to invest in that,” Costolo continued. According to Twitter’s SEC filing, just 25% of its total revenue last quarter came from advertisers with billing locations outside of the US – suggesting a large potential upside.
“We are seeing tremendous interest from brands to see how they can leverage second screen campaigns,” commented Maren Lau, a partner and SVP at IMS, a media and marketing agency that leads Twitter’s digital ad efforts in Latin America as its exclusive sales partner. “This integration between television and mobile is critical. Look at what happened with the Super Bowl last year on Twitter in terms of engagement. Next year is going to be a banner year for advertisers looking to reach both Latin American consumers and consumers who will be in Brazil [for the World Cup] at that time.”
In addition to eyeing its global growth proposition, Twitter continues to pave new paths for marketers. This summer, it enabled retargeting for email marketers who matched CRM data with cookie IDs for account holders. Then, Twitter rolled out Lead-Generation cards with direct links to CRM and the analytic chops to measure spend vs. leads derived.
Twitter’s moves to monetize have seemingly centered around the cross-platform marketer. Its acquisition of social TV startup Trendrr followed the $90-million purchase of Bluefin Labs last February. The company recently entered a partnership with NBC Universal and Comcast, enabling cross-platform actions (setting a DVR to record, for instance) through “See It.”
Twitter also inked a similar deal with CBS and brewed more ways to ramp up broadcast content with Amplify, an audience extension program designed for TV networks to surface short-form video content in the Twitter stream with tagalong ad placements for broadcast advertisers.
"Any way you look at it, Twitter's IPO is another example of how fast this market is changing and the massive opportunity to be a game-changing company,” commented James Borow, CEO of real-time marketing platform SHIFT, an ads API partner. “Twitter is now poised to solidify its position as the de facto medium for public communication. The market has realized the opportunity Twitter has in front of it, and the long term trading potential is tied to its ability to continue building out the infrastructure for real-time public communication."
As Twitter pushes to prove out its value to investors, its acquisition of mobile ad exchange MoPub buy may be among its greatest challenges and opportunities. As Wieser noted in a research note, “the most direct business opportunity for MoPub relates to taking share in the market for in-app mobile advertising, especially including real-time-bidded (RTB) inventory.” Independent exchanges like Nexage and Velti could be eyed as formidable competitors.
“Our view remains that Twitter's choice to buy MoPub likely relates to broader strategic goals designed to help Twitter extend the reach of its advertisers' campaigns across the broader mobile web,” Wieser wrote.