According to a Twitter spokesperson, Twitter's Promoted ads suite -- which includes Promoted Tweets, Promoted Trends and Promoted Accounts -- will roll out in Latin America, the Caribbean, Spain, Italy, Germany, France and the Netherlands later this year. Promoted ads are currently only available to marketers in the U.S., UK and Japan.
Twitter is expected to bring in $259.9 million in ad revenue this year, according to eMarketer. Currently, 90% of ad revenue come from U.S. companies, the researcher said.
Unlike many other web-based publishers, Twitter doesn’t depend on display advertising for the bulk of its ad revenue. Instead, its ad units are baked in to its core features, including trending topics and tweets, which are served in almost identical fashion on Twitter's desktop and mobile platforms. Facebook has recently begun imitating Twitter's ad products to boost mobile revenue by serving Sponsored Stories in the mobile and desktop News Feeds of its users.
On stage, Twitter CEO Dick Costolo noted that 60% of users access Twitter via mobile, and that mobile revenue exceeds non-mobile revenue some days, according to The Guardian, who attended the event.
Co-founder Jack Dorsey fielded a question about a potential IPO. "The company has always put itself in a position to choose when it is ready [to IPO or be acquired]. We do things when we are ready. We have a good understanding about pacing and have the discipline to make the choices ourselves," he said.
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