Tim Peterson says, “Twitter’s ready to start making money from more of its logged-out audience.

Sometime during the second quarter of 2016, Twitter plans to start showing ads to people who visit its mobile site without logging into a Twitter account. The social network — ahem, news company — disclosed its plan in a regulatory filing released on Tuesday.

A Twitter spokesperson declined to give a more specific timeline for the mobile web expansion..

Twitter had started showing ads to its logged-out visitors in December 2015, but limited the first phase of the test to desktop visitors. At the time Twitter said the majority of its logged-out audience of more than 500 million people was visiting its site on desktop. But Twitter makes most of its ad money — 88% in the first quarter — and sees most of its monthly logged-in audience of 310 million people — 83% in Q1 — on mobile. So it was only a matter of time that Twitter would bring this part of its business to mobile.

During Twitter’s first-quarter earnings call last week, COO Adam Bain touted how its logged-out ads have performed so far. The amount of money that brands paid each time someone clicked on their ads “are nearly identical” between the ads Twitter showed logged-in and logged-out visitors, Bain said. That stat “is a good indication from advertisers that they’re seeing good value from logged out experiences,” he said, before acknowledging that Twitter needed to offer advertisers more logged-out impressions in order to buoy interest”.

Twitter will bring its logged-out ads to the mobile web in Q2

Marketing Land

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