Social networking platform Twitter recently announced the arrival of a new ads product for both marketers and developers to drive app installs and app engagements.
The format is being called Twitter’s “mobile app promotion suite”, Marketing Technologist Shawn Hartley wrote an article in AdPulp commenting:
“When a user sees the ad in their mobile Twitter application, a click interaction will drive the user to the App store prevalent on the device, where the purchase process will take place. I question the usability though, as taking a user away from their Twitter App to complete a purchase process doesn’t seem to be an effective solution. It will be interesting to see how it affects the engagement metrics of Twitter.”
According to Twitter, the mobile advertising exchange, the MoPub Marketplace has a reach of more than 1 billion unique devices and handles more than 130 billion ad requests inside Android and IOS applications every 30 days.
They say that advertisers can now run simultaneous marketing campaigns to more than 241 million active users on Twitter and to more than 1 billion mobile devices off-twitter, through one interface at ads.twitter.com.Although it’s early days some of Twitters test partners including Spotify, HotelTonight, Kabam and Deezer have seen promising results. Think Gaming have been running a number of these new campaigns over recent weeks and we are definitely seeing some promising results and good ROI.
There are however reach limitations at present, users on Windows phones and Blackberry will not be served ads and there are no clear plans to add them in the future.
The Product Manager overseeing revenue at Twitter, Kelton Lynn is reported to say,
“It’s a reflection of the usage of Twitter – the majority of usage is on Android and iOS.”
Twitter are developing exciting new ways for marketers to drive mobile app installs and app engagemenst, using Twitter Cards and Promoted Tweets across the Twitter Publisher Network and the rest of the mobile ecosystem.
If you have an app that requires a turbo charge of either additional installs or increased engagement, contact Think Gaming for a demo.