A Twitter page is displayed on a laptop in Los Angeles, October 13, 2009.
Credit: Reuters/Mario AnzuoniBy Alexei OreskovicSAN FRANCISCO | Thu September 8, 2011 05:07 pm EDT
SAN FRANCISCO (Reuters)-Twitter is preparing to enlarge the areas of the service where the ads appear, but the company is in no hurry to conduct initial public offering warmly anticipated.
Twitter's Chief Executive Dick Costolo "we want to be able to remain independent, grow the business the way we want and not be beholden to public markets until we feel like we want to be," he told reporters at a meeting at the headquarters of the company's San Francisco on Thursday.
Twitter, which raised $ 400 million in venture capital funding this summer, is to intensify efforts to generate advertising revenue, Costolo said.
The company began advertising presentations in limited parts of the service in 2010, purposely taking a cautious approach to do not disturb users. But Costolo said the results, including the interaction with ads by Twitter users, Twitter now exceeded expectations.
"Now feel that based on the engagement rates we're seeing ... that we are ready to expand further," Costolo said ads from Twitter.
Twitter, which allows people to send text messages of 140 characters, or Tweets, for groups of followers called, is one of the most popular social networking services Web, along with Facebook and Zynga.
Twitter account now with more than 100 million active users who log on to the service at least once a month, Costolo said.
Twitter, which previously disclosed that he had registered 200 million accounts, said that the number of active users increased by 82 percent since the beginning of the year and that half of its log of active users for the service every day.
Analysts have sought details on how many registered users of Twitter are "active", an important metric in determining your business potential.
Facebook, the world's largest social network has more than 750 million active users.
Internet search giant Google Inc has recently launched a social networking service, dubbed Google + that some observers say could attract Twitter users.
Asked about his thoughts on Google +, Costolo said he had no doubt that the service would be "pulling a large number of users" because of the fact that he was so closely intertwined with popular search engine Google.
But he said that it via Twitter and Google + as different products, each with a different focus.
To boost its appeal to marketers, Twitter will allow ads your service known as "promoted tweets" to be delivered to a greater number of users, although the company did not provide a deadline for the change.
Previously promoted tweets, such as a message promoting Starbucks coffee, currently only appear on the screen without interruption of a Twitter user message if that user had chosen to follow this particular company. Going forward, Costolo said, users will see promoted tweets from companies which do not follow.
The move will expand the capacity of the advertiser to spread your message on Twitter.
While Twitter also generates some revenue from licensing their data to other companies, such as Microsoft Corp., Costolo said that Twitter was not planning on expanding this business.
"It is our firm belief that our advertising platform is the only component of revenue that we need to have on the market in order to be a big deal regardless," Costolo said.
(Reporting by Alexei Oreskovic; Editing by Tim Dobbyn, Bernard Orr)
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