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Twitter Rolls Out Mobile App Promotion Ads

Posted on 6.30.2014

After a successful beta run, Twitter is officially rolling out its mobile app promotion ads globally.

The new ad units help advertisers drive app installs and increase app engagement. Through the app promotion ads, advertisers can leverage Twitter’s targeting capabilities, including interest, keyword, TV targeting and tailored audiences, to reach the right consumers. Plus, advertisers also have the ability to target based on factors like gender, geography, language and mobile platform.

Once targeting is set, advertisers can customize their ad by using Promoted Tweets and App Cards. It is important to note that for iOS, App Cards include install notifications, which is a prompt that occurs on Twitter once the app is fully downloaded. According to Twitter, these notifications are designed to drive activation of apps when consumers’ intent is highest.

Moreover, Twitter is providing conversion tracking for mobile apps as well as offering a new pricing and prediction structure for the new ad units. The pricing structure will be based on a cost-per-app-click (CPAC) model, which charges advertisers when a consumer clicks to go to the App Store or Google Play from an ad, or when they open the advertiser’s app directly from Twitter.

“We’re excited for you to take advantage of this product suite to drive app installs and engagements with new and existing customers on Twitter,” the Twitter blog states. “You can set up and run mobile app promotion campaigns directly from, or through our Ads API partners, which specialize in managing mobile performance advertising campaigns at scale."

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