Twitter Makes App Promotion Ads Widely Available
Twitter announced on Monday that it is expanding its mobile app promotion offering to all advertisers globally after beta testing it since April.
The offering makes use of Twitter’s interest, keyword, TV, and Tailored Audience, gender, geo, language, and mobile platform targeting capabilities, and enables app developers to use mobile app-install ads on Twitter, and throughout the MoPub Marketplace, which spans over a billion Android and iOS devices.
“People turn to Twitter to connect with their interests, and discover new ones,” says Twitter revenue product manager Kelton Lynn. “During the mobile app promotion beta, our clients have been able to reach Twitter’s highly engaged audience to drive a large volume of cost-effective downloads.”
Advertisers can automatically use their app’s icon and description from Google Play or the App Store or customize them. They can choose deep links and customize Tweet copy.
App Cards on iOS also get install notifications, which Twitter says should drive activation of your app when user intent is highest.
“Once your ads are running, we provide conversion tracking for mobile apps, which allows you to measure the full conversion impact of your campaigns, including initial installs and in-app conversion events,” says Lynn. “We have partnered with leading companies in mobile measurement to help you see how engagements and impressions on Twitter drive your app conversions. These partners include Adjust, AD-X, AppsFlyer, Fiksu, Grab, Hasoffers and Kochava.”
Twitter has a new pricing structure based on a cost-per-app-click (CPAC) model. Advertisers are only charged when a user clicks to go to the App Store or Google Play from your ad or when they open the app directly from Twitter.
Image via Twitter