Twitter rolls out app install advertising

CMO Innovation editors
03 Jul 2014

Twitter is officially rolling out mobile app install ads to advertisers around the world, including in the Asia-Pacific region.

The ad unit went into beta testing earlier this year, and according to Twitter was successful for several advertisers. Kelton Lynn, product manager of revenue at Twitter, said mobile game TwoDots drove more than a million app installs during the months-long testing period.

“People turn to Twitter to connect with their interests, and discover new ones,” wrote Lynn in a blog post. “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.”

Clicking on a promoted link on a mobile device would automatically direct users to the App Store or Google Play to download the app, reportsFierceCMO. Advertisers do not pay for the ad unit until a user clicks on the link or a user opens an advertiser's app directly from Twitter.

“Mobile app promotion leverages Twitter’s existing powerful targeting capabilities, including interest, keyword, TV targeting and tailored audiences to help you reach your desired audience,” wrote Lynn “You can also layer on gender, geo, language and mobile platform targeting to pinpoint the users who are best suited for your app.”

Organisations have long sought to monetize on the popularity of mobile apps, with ad units having been a lucrative source of revenue for Facebook for some time now. On its part, Google in April rolled out mobile app install ads to Search and YouTube, while Yahoo announced in March that it is testing app install ads.

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