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

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in