Twitter gets serious about mobile with app install ad option
I don’t know who’s been driving the Twitter bus lately but this guy is determined. Twitter’s come up with more positive tweaks and twists in the last year than we’ve seen since the first Tweet took flight.
Today, it’s all about mobile advertising. A year ago, I thought of Twitter advertising as something only the big brands could afford. Sponsored Trends and Promoted Tweets were not only expensive but there were a limited number of slots and the campaigns were hard to control.
Fast forward to 2013 and Twitter began adding more targeting options to the self-serve platform and then they added new options like Promoted Accounts in search.
Now, they’re moving fully into the mobile app ad business with help from MoPub Marketplace.
For marketers, this means a rich, native ad unit that combines the best of Twitter Cards and Promoted Tweets. Users can easily install and engage with apps, directly from the Twitter timeline.
They’re only beta testing with a few accounts at the moment, but it looks good. And there’s no better place to put an app download button than in my mobile Twitter stream.
It’s a natural progression. I have time to waste while I’m waiting for my coffee. I skim my feed. Nice image for a new game. Looks great. I’ll try it. Click. I’m done. The developer wins, I win, Twitter wins – hooray!
All this power comes from MoPub’s considerable reach – 1 billion unique devices, more than 130 billion ad requests every 30 days.
Twitter acquired the service last fall but up until now they operated separately. What’s new is that marketers can now manage all of their ads, including the app install ads from the same Twitter ad dashboard.
Advertisers can now set up campaigns directly on ads.twitter.com to run across the Twitter Publisher Network, which is comprised of the thousands of apps and over 1 billion monthly devices the MoPub mobile advertising exchange reaches. Advertising campaigns run across the Twitter Publisher Network are automatically translated into programmatic bids on the MoPub exchange, on a level playing field with MoPub’s existing DSP partners. This is now available to U.S. advertisers in a private beta
Next thing you know, Twitter will be adding the ability to locate your friends when they’re near by.
What do you think? Is Twitter a viable advertising option for the small business owner or still just a playground for the big boys?