News Byte: Twitter Talks Ad Relevance and Reports Earnings for 2013

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Twitter Talks Ad Relevance and Reports Earnings for 2013

Twitter (TWTR) held its initial earnings call today for Q4 2013. The social network, which went public last year, reported $243 million in total revenue for Q4 of 2013, a 116% increase over Q4 2012. The company also reported $665 million in revenue for the full year, up 110% from 2012.

Twitter's investments and partnerships in advertising netted the company $220 million dollars in advertising revenue, 121% more than the previous year. “We continue to see advertisers come to the platform. They like the return on investment they're seeing,” Twitter CFO Mike Gupta said during the call. Similar to Facebook's results, mobile was a big performer for Twitter, contributing 75% of the company's total ad revenue.

 Twitter also reported that advertising revenue per 1,000 timeline views rose to $1.49 in the fourth quarter, 75% more than Q4 2012. According to the report, timeline views reached 148 billion during Q4 2013, 26% more than that same period in 2012.

Additionally, Twitter CEO Dick Costolo discussed the demise of banner and display ads. “Display ads can no longer be an interruption,” he said. “The content has to be relevant to the user.”

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