Twitter announced a new targeting options for advertisers on Wednesday: installed app category targeting. This enables advertisers with apps to reach users based on the categories of apps they have installed on their device, or in which Twitter thinks they'll have interest.
Advertisers can use the option to find new audiences that will likely have interest in the category their own app falls under, or at least a related category. It can be combined with other targeting types like keyword, language, or location.
"One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps," says product manager Deepak Rao. "Today’s launch is the next step in our journey to help these advertisers connect with the right customers on Twitter - while providing users with the most relevant and useful ad content."
"For example, an advertiser who wants to drive installs of a task management app can select the 'Productivity' category to reach users who have recently installed similar apps," says Rao. "That same advertiser may know that productivity app users also tend to use finance apps, so they can target the “Finance” category to connect with new people who are likely to be interested in their app."
Twitter is also launching new reporting and analytics for installed app categories within the advertiser dashboard, which are available for all mobile app promotion campaigns.
Twitter has been providing all of this to beta partners already, and it says the feedback has been positive. Check out the blog post for comments from some of those partners.
The functionality is now available globally to all advertisers running mobile app install and engagement campaigns on Twitter for iOS and Android.
Image via Twitter