Twitter Rolls Out App Install & Engagement Ads Globally

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Twitter, looking for a bigger piece of the lucrative mobile app install business, announced today the official global launch of its mobile app promotion suite.

The ad product, in beta testing with companies such as Lyft and EA for the last six months, enables the placement of promoted tweets that link directly to the iOS and Android app stores. Twitter users who click though can download the app immediately; those with iOS devices will get an install notification after the app is fully downloaded.

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Such ads are becoming a staple of the digital marketing industry. They are a major contributor to Facebook’s mobile advertising revenue, which kicks in 59% of the social network’s total revenue. Twitter’s mobile share of ad revenue was 80% in the first quarter. Google joined the app ad fray in April with new app install formats for search, YouTube and the Google Display Network.

Twitter’s product uses its existing targeting capabilities, including interest, keyword, TV targeting and tailored audiences. “You can also layer on gender, geo, language and mobile platform targeting to pinpoint the users who are best suited for your app,” Twitter wrote in a blog post.

Twitter also introduced a new pricing structure — cost-per-app-click — that charges advertisers only when a user clicks to visit one of the app stores or opens an app directly from Twitter.

More details are available at Twitter’s official blog.

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | Twitter

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About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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  • Bhavna Singh

    Oh Wow! thats great now twitter as an app is also available on app store. There are numerous apps are available by which people can get in touch with each other, but there are only few apps like YoTurf which allows introverts to get in touch with people of their interest and genres. It is an iOS app 2014 developed by crackheads for introverts and is available on App store for downloading.

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