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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in