Twitter's CC: Audience size, World Cup, ad load, MoPub discussed

• The number of people seeing tweets in a month is 2x-3x Twitter's (NYSE:TWTR) MAU base, CEO Dick Costolo says on the CC. "Make no mistake, our total audience and reach represent a significant opportunity."
• The company admits it got a sizable Q2 traffic boost from the World Cup, but insists it didn't have an impact on (better-than-expected) new user growth. Twitter reiterates its focus on finding ways to quickly provide value to new users (previous), and thus lower churn.
• New CFO Anthony Noto says there's still "significant upside" for increasing ad load - that's a notable contrast to Facebook, which is seeing declining ad impressions and compensating with soaring ad prices. Not surprisingly, Noto also sees room to improve ad click rates and prices; Twitter has rolled out a slew of new ad products since last fall's IPO.
• Also mentioned: 1) On an adjusted basis, expenses were up 90% Y/Y. 2) In spite of strong total timeline view growth, U.S. timeline views per MAU fell. Twitter attributes this to changes that have led more content (images, video, etc.) to be embedded within timelines. 3) The MoPub mobile ad network/exchange is now handling 170B ad impressions/month, up from 130B a quarter ago.
• TWTR +29.4% AH. Q2 results, guidance/details.