Native Ads Debut for Mobile App Install Campaigns on Twitter Audience Platform

Advertisers running mobile app install ad campaigns on Twitter Audience Platform now have access to native ads.

Advertisers running mobile application install ad campaigns on Twitter Audience Platform now have access to native ads.

Product manager, revenue Daniel Kang announced in a blog post that the launch of this feature gives advertisers access to a potential audience of more than 800 million when combining Twitter users and users of thousands of popular applications, adding:

Native ads use your existing assets so you don’t have to worry about making a unique set of creatives for each publisher. Simply check the “native” box when launching a new mobile app install campaign on the Twitter Audience Platform and your ad content will be automatically reassembled to match each app’s unique design and layout.

TwitterMobileAppInstallAdsNative from SocialTimes on Vimeo.

Kang offered the following statistics to support the launch of native ads for mobile app install campaigns on Twitter Audience Network:

  • Since the December 2013 launch of native ads on Twitter’s MoPub mobile ad exchange, the total number of apps with native ad inventory skyrocketed by 251 percent from the first quarter of 2015 through the first quarter of 2016, while ad spend on native ads rose 29.6 percent from the first quarter of 2016 to the second quarter of 2016.
  • Native ads boast click-through rates 220 percent higher than their 300-pixel-by-250-pixel counterparts,
  • 58 percent of millennials say they favor native ads.
  • Beta tests revealed a 56 percent gain in click-through install conversions on campaigns running native ads when compared with other formats, such as static banner and interstitials.

Kang added:

Historically, advertisers have struggled to scale their creative resources to align with the custom executions that native advertising requires, especially on mobile. But in the past few years, native has seen a big surge due to the rise of programmatic in-app formats, making it possible for advertisers to quickly and easily deploy native ads and for publishers to offer them.

Advertisers: What are your thoughts on this new offering? David Cohen is editor of Adweek's Social Pro Daily.
Publish date: September 22, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT