Shares of Twitter debuted this morning on the New York Stock Exchange trading under the ticker TWTR and opening at $45.10, which is nearly 75% above its initial offering price.
The opening price values Twitter at $31 billion.
With the microblogging giant now firmly established as a publicly traded company, industry experts and sources are weighing in on the impact of Twitter’s IPO.
“With Twitter’s IPO there will be an increase in audience growth and wider initiatives to bring in a wider audience,” Frans Van Hulle, CEO and Founder of ReviMedia, tells MMW. “For marketers, the IPO does not only mean a wider reach thanks to a growing audience, but also a multitude of untapped monetization opportunities”
“Thanks to the recent acquisition of MoPub,” Van Hulle says, “there will be a much higher emphasis on mobile: MoPub’s technology allows real-time bidding into the Twitter ads platform which will result in greater automation and scalability for mobile marketers.”
“Next to mobile,” he concludes, “Twitter offers other new tools that offer great potential for marketers: Thanks to Vine (video tool), there might be a possibility to place video ads. Moreover, Twitter offers great potential for real-time marketing. With the use of keywords and hashtags, marketers will be able to shift towards exciting real-time opportunities.”