On the upside, a recent eMarketer report
found Twitter ad revenue will rise 62.1% to $1.34 billion in 2015. On the
not so upside, a June 2015 Cowen and Company research report found that 58.7% of people don't find Twitter ads relevant to their needs. Only 3.1% said Twitter ads were relevant and insightful.
In terms of how often people notice Twitter ads, 56.6% of respondents saw ads at least every 20 tweets. Breaking that down a bit, 5.8% saw ads every 5 tweets; 18.2% every 10 tweets; 17.1% every
15 tweets and 15.5% every 20 tweets.
And while better creative will certainly improve these numbers, the onus stretches beyond ad creativity to targeting capability. While Twitter
currently has targeting capabilities, these capabilities will very likely improve with the recent acquisition of TellApart and a partnership with Google's DoubleClick.