Twitter Expands Its App-Install Ads, Adds New Ad-Pricing Model
June 30, 2014

Twitter Expands Its App-Install Ads, Adds New Ad-Pricing Model

Peter Suciu for - Your Universe Online

Micro-blogging service Twitter announced on Monday that it is expanding the use of its app-install ads globally, and introduced a new pricing model for advertisers. Under this new model advertisers won't pay unless someone clicks on one the ads.

This is an expansion of a program that the social media company introduced in April, when it stepped up its advertising business. The company has slowly been offering mobile ads that urge people to install apps on its social network as well as through MoPub.

"After seeing strong results in beta, we're excited to offer mobile app promotion to all advertisers globally, starting today," Kelton Lynn, product manager for revenue, posted on the official Twitter advertising blog. "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. You can also layer on gender, geo, language and mobile platform targeting to pinpoint the users who are best suited for your app."

The program, which launched in April, went well enough that the company has expanded its efforts. Participants in the pilot program included video game giant Electronic Arts, mobile ride-hailing service Lyft and casual game publisher Dots. Through this program companies have been able to publish links to download mobile apps, which appear like regular posts in users' feeds – and the ads are targeted by interest, keywords, gender, language, geography and even the type of device used.

Twitter also announced that advertisers can set up and run mobile app promotion campaigns directly from or through its Ads API Partners, which it noted specialize in managing mobile performance advertising campaigns at scale.

Once the ads are running Twitter would provide a conversion tracking and allows users to measure the full conversion impact of the campaign – including initial installs and in-app conversion events. To make it easier for advertisers to measure engagement and impression the micro-blogging service announced partnerships with leading companies in mobile measurement including Adjust, AD-X, AppsFlyer, Fiksu, Grab, Hasoffers and Kochava.

"Fiksu for Twitter delivers a full range of optimization options that enable our mobile app marketing clients to more effectively reach their intended audience of possible app users," said Micah Adler, CEO and founder of Fiksu, in a MarketWatch statement. "Our integration with Twitter means our mutual clients can take advantage of our deep experience in mobile app install ads combined with Twitter's immediacy, massive mobile reach and audience targeting possibilities."

As noted the pricing formula has also been made to be as appealing as possible to would-be advertisers.

"To ensure the highest possible return on investment, we're offering a new pricing and prediction structure for mobile app promotion, based on a cost-per-app-click (CPAC) model," Lynn added. "You will only be charged when a user clicks to go to the App Store or Google Play from your ad, or when they open your app directly from Twitter."

Twitter went public last November, but the company has yet to turn a profit. In many ways this latest move mirrors efforts made by social media leader Facebook, which has continued to change the way it displays ads to make these more appealing to users.

Venture Beat's Ruth Reader reported that Facebook has seen its advertising revenue grow since launching its mobile app install program and now mobile ads account for nearly 60 percent of the social networks total ad revenue.