Twitter Unveils Mobile App Install Ads

Should enhance revenues

Headshot of Christopher Heine

Twitter is officially revealing mobile app install ads as a beta product today, ending months of chatter that such a marketing feature was in the making. The ads will run on Twitter's mobile app as well as via MoPub, the mobile ad network that Twitter purchased in September.

The development is designed to bolster the San Francisco-based company's revenues in general, while specifically pushing its mobile ad sales forward. Though it will not figure prominently into Twitter's first quarter earnings report on April 29, the new revenue stream could prove to be encouraging among the tech giant's investors.

The MoPub implementation, in particular, will be worth watching. The network, per Twitter, reaches one billion devices and facilitates 130 billion ad requests via smartphones every month.

Twitter is unveiling the the mobile app install promos with a slew of beta advertisers, including Spotify, HotelTonight, Kabam, Deezer, SeatGeek and GetTaxi, among others. They have been testing the ads in recent weeks.

"Twitter has jumped to be our number one acquisition channel, we couldn't be happier with the results of the beta," Rich Pleeth, global marketing vp at GetTaxi, said in a statement. "The engagement rates are remarkable, not only have we seen stellar results, but we've learned some great insights."

Twitter's move comes four months after its IPO and is reminiscent of Facebook debuting mobile app install ads in October 2012—five months after CEO Mark Zuckerberg & Co. went public.

Eight-year-old Twitter has 30.8 million active smartphone users, per eMarketer, but will need to gain more mobile market share. For instance, according to eMarketer, Facebook-owned Instagram has 35 million active smartphone users after only being in existence for three years.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: April 17, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT