Good news! Twitter just announced that it is allowing advertisers to drive app installs from promoted videos. The micro-blogging platform has shown new video capabilities after a year from announcing that it’s selling app-install ads. It was a good decision for Twitter because these ads are the driving force of revenue in mobile.
Among its partner companies in promoting their apps are Lyft, Comedy Central and Postmates, including promotion through MoPub mobile-ad network, its network of partner apps.
Twitter’s VP of global business development and platforms, Richard Alfonsi, explains this new venture, “The union of video and a call to action—driving app installs—that’s new, it’s an immersive experience to have video directly in the tweet. It creates great performance and lets marketers convey a lot more about what the app does.”
It’s no surprise that this huge social media platform is increasing video offers just like other networks, particularly Facebook and Instagram, with video ad units implemented. More so, Twitter also announced the autoplay videos as part of their ad options.
The app-install type is quickly having video ads standard. Nanugans, which is Facebook’s partner, said that video increases the app installs and lowers cost per install.
The big announcement added that two-thirds of the total app installs made for gaming companies are from video ads compared to the ads with still images. “Mobile app-install ads are often one of the most effective ad unit options for mobile gaming companies advertising on Facebook,” the report said.
Another new feature of Twitter’s mobile app is the new ways of bidding on the inventory, giving more opportunities for marketers to enjoy flexible set of prices. This is offered as “optimized action bidding.”
The announcement stated, “This new bidding type allows app install advertisers to optimize their bids according to install, while still paying by app click—offering another way to lower cost-per-installs and yield the highest possible ROI.”
“Twitter has become our go-to channel for social media marketing. We’ve seen tremendous results with up to three times better performance than other social media channels,” said Lyft, ride-sharing company, pertaining to the outperformance of Twitter app-install ads over marketing somewhere else.
Though Twitter did not disclose its percentage of app-install ads revenues, Alfonsi confidently said, “I can tell you it is a major focus for us.”
