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EMarketer Hikes Its Twitter Ad Revenue Estimate 50 Percent Higher
Twitter’s worldwide ad revenue is expected to reach $807.5 million by 2014 according to a new eMarketer projection. That’s a 50 percent hike over its estimate from earlier this year.
Ultimately, eMarketer estimates that Twitter will account for 12.7 percent of all US social advertising revenues by 2014 — up from 5.5 percent last year.
eMarketer is now estimating Twitter ad revenues to grow from $288.3 million this year to $545.2 million in 2013, and ultimately to $807.5 million by 2014. These estimates would represent year-over-year gains of 89 percent and 48 percent over the next two years.
That’s a significantly higher estimate than eMarketer projected in January. In that report, eMarketer pegged Twitter’s worldwide ad revenue to reach $540 million by 2014.
The new eMarketer estimate is also more in line with a Bloomberg report this summer citing two sources that estimated as much as $1 billion in Twitter ad revenues by 2014.
Twitter has ramped up its advertising program and products over the past several months, going after both big and small businesses — and even everyday Twitter users. Its self-serve small business ad platform began with a small test of American Express users, but has since opened up much more widely (it’s still invite-only, though). Twitter ads have been extended to mobile devices, and advertisers have several new targeting options — including platform- and geo-based.