Twitter is giving mobile app advertisers a new video app card, optimized action bidding, and cost per install bidding. The company announced that it would roll the features out to advertisers globally over the coming months.
The video app card enables them to showcase their apps within video ads in what Twitter describes as an "immersive experience" aimed at driving higher quality app installs.
Optimized action bidding allows advertisers to optimize their bids according to install, while still paying by app click. The company paints this as another way of lowering the cost per install and getting higher return on investment.
Finally, cost per install bidding lets advertisers bid, optimize, and pay by install. Twitter says this gives them cost-efficiency and "maximum control" over cost per install.
Twitter says mobile app marketers will also soon be able to leverage its unique targeting to reach mobile users across partner apps on over a billion devices.
The announcements come as the company celebrates a year of mobile app promotion. As part of the celebration, it released the following infographic looking at its efforts in this area.
"Everyday, people use Twitter to discover new ideas, trends and products — including apps," says product marketing manager Sherene Arjani. "A year ago, we launched mobile app promotion to help marketers drive cost-effective app installs and engagements. Along the way, we’ve enhanced the product suite with new targeting, creative and measurement features - enabling our advertisers to more effectively connect with the right audience on Twitter."
"These product improvements are delivering high returns on investment for clients across all verticals, from tech to entertainment to retail," Arjani adds.
Images via Twitter