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BizReport : Social Marketing : December 11, 2015

Twitter feature to show ads to users that are not logged in

Twitter's mission to monetize non-active users has resulted in the testing of a new feature that will show ads to users who read Tweets without logging in and non-users.

by Helen Leggatt

Twitter's latest move is to show ads to users who browse the website but who do not log in. This, says Twitter in a recent blog post, will help it reach and monetize approximately half a billion additional users each month.

To achieve this, promoted Tweets and videos will be available on Twitter's desktop website, on profile pages and 'Tweet detail' pages that highlight specific Tweets.

"By letting marketers scale their campaigns and tap into the total Twitter audience, they will be able to speak to more people in new places using the same targeting, ad creative, and measurement tools," said Deepak Rao, Twitter Revenue Product Manager. "Marketers can now maximize the opportunities they have to connect with that audience."

The company has said that ads targeted at logged-out users - or people who view tweets without a Twitter account - would bring in $2.50 of average revenue per user (ARPU). Its logged-in user base brings in more than $4 in ARPU.

The news pushed Twitter shares up almost 8% on Thursday, when the feature was announced.

Ingvar Bjork /

Image via Shutterstock

Tags: advertising, social media

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