Twitter just unveiled its next big breakthrough in mobile advertising: Mobile App Install Ads. Appearing on users’ timelines with a “Download” button, this new offering promotes direct mobile app downloads from Google Play and Apple’s app store. With Mobile App Install Ads, advertisers will now be able to serve rich native ads that combine the best features of Twitter Cards and Promoted Tweets. Advertisers have expected a new mobile release from Twitter since September when the social platform acquired MoPub, a mobile ad exchange. Twitter is looking to increase its presence in mobile as it fell short in the global mobile ad marketplace last year, making up only 2.4% of total mobile ad sales. FIVE OPPORTUNITIES for ADVERTISERS LEVERAGING MOBILE INSTALL ADS
App discovery continues to be a priority for app developers and advertisers. Recent Twitter offerings mirror Facebook’s advances as Mobile App Install Ads are the most popular Facebook mobile ad unit, capturing 74% of mobile ad spend (Nanigans Q1 2014 Facebook Advertising Trends Report). Google is also making a push with app installs with new app advertising opportunities rolling out in AdWords. With a developed targeting suite and large audience pool, Twitter advertisers can expect higher engagement and download rates from the new rich Mobile App Install Ads. Early beta partners, including Spotify, HotelTonight, Kabam and Deezer have reported promising results from initial tests. We think the Mobile App Install Ads will help advertisers create engaging user experiences on Twitter, leading to high ROI. For more info on Twitter Mobile App Install Ads, please contact Performics today.