Twitter bolsters mobile advertising capabilities with app install program

Social media giant also announces the acquisition of programmatic mobile advertising vendor, TapCommerce, as it looks to capitalise on mobile advertising opportunities

Twitter is ramping up its mobile advertising capabilities with a new mobile apps install that will bring more ads into user feeds, as well as an acquisition in the programmatic mobile advertising space.

After a test period, Twitter said on Monday that it was rolling out its "mobile app installs" program globally, which lets companies promote their mobile apps in users' feeds. The new capabilities apply to apps in both the Apple and Google stores.

Twitter began testing the program with a limited number of advertisers in the US in April -- tests that the company says went well. Participants in that program included mobile ride-hailing service, Lyft, and games publisher, Electronic Arts.

The program lets companies publish links to download mobile apps. These ads are meant to appear like regular posts in users' feeds.

Mobile app ads have become very successful for Facebook, helping to drive the download of roughly 60 per cent of the top-grossing apps in Apple's App Store, according to the company. Twitter, for its part, is looking to better monetise its service amid sagging user growth. The company has yet to turn a profit.

Twitter already lets advertisers target their ads by users' interests, keywords, favourite TV programs, language and other criteria. Advertisers promoting their mobile apps will be able to leverage those capabilities too, the company said.

Alongside news of the mobile app install program, Twitter also announced the acquisition of mobile retargeting vendor, TapCommerce. The deal follows on from its acquisition of mobile ad exchange, MoPub, last September.

TapCommerce provides a real-time programmatic buying platform for mobile advertising that it claims covers more than 50,000 apps.

Related: Programmatic advertising: Digital marketing’s saviour or real-time headache?

In a blog post, Twitter said the latest purchase will provide mobile app marketers with better ways to re-engage mobile app users through real-time programmatic buying tools and measurement capabilities.

“Combined with our other ad solutions, advertisers will be able to drive conversions and ROI with mobile consumers on and off of Twitter, across the full user lifecycle – from acquiring new users through app installs, to engaging existing users who already have the advertisers’ apps on their device,” Twitter vice-president of global online sales, Richard Alfonsi, said in the blog post.

The latest acquisition comes just weeks after Twitter purchased native advertising vendor, Namo Media, which produces technology that allows app developers to add native advertising to mobile apps.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in