Deep link Twitter mobile app ads can reduce cost per installation for brands

Deep link Twitter mobile app ads can reduce cost per installation for brands

Twitter hosted an event (#AppsUntapped) for digital marketers in their London office. The event was all about introducing a “mobile app” twitter ads campaign to digital marketers. The event was nicely planned with an introduction from @brucedaisley, and then @RossySheil talked about mobile campaigns followed by case studies from @gettaxi and @lovoo. And then on following day there was an APP Promotion summit (#APS2014) that also touched on Twitter mobile installation ads. We have collected and analyzed some comments from these events and put some thoughts around Twitter mobile ads for brands.

1.How Twitter mobile ads work

Twitter has developed a full suite of targeting, creative and measurement tools to allow businesses to efficiently market their mobile apps. For brands, this means a rich, native ad unit that mashup the best of Twitter Cards and Promoted Tweets. Users can effortlessly install and engage with apps, directly from the Twitter timeline.

Bruce Daisley, Twitter UK MD, confirms that the advertisers only pay when a user click on ads and there is no cost for retweet, quotes, reply , favorite and follow on these ads, which means ads can help to kill two birds with one stone, engaging for free and paying only on app downloads.

However, mobile ads have one drawback, they can’t detect users’ phone and identify if the app is already installed on their phones. For example if you have Square App already installed on your phone, Twitter still may show a @Square app mobile ad if they think you are a potential user.

Another, issue raised by users was about spamming i.e. no one likes to see unwanted ads on their time line, considering Twitter is a very real time system.

2. Why Twitter thinks mobile ads will be a great success with brands

The points Twitter makes for mobile ads success are:
•80% Active users access Twitter on mobile
•61% Twitter users have downloaded apps on their phone
•66% of Twitter Users who have downloaded an app do so while watching TV
•Twitter has 250m active users with 15m users alone in the UK
•Twitter owned MoPub mobile ads exchange gives access to 1bn users to advertisers.

3.What does this mean for businesses and brands?

Twitter demonstrates two main benefits of mobile ads for businesses. , 1) The app registration will be higher than using non-Twitter mobile ads. 2)Cost per installation will decrease. And to support that, they have two case studies from @GetTaxi, who have seen a 34% increase in their mobile app registration, and from @Lovoo, who experienced cost per installation decrease of 65%.

Overall, Twitter mobile ads can be a very good innovative option for marketers, as it allows them to target people in real time and, if targeting is set precisely, conversion can be very high. However, there is still scope for Twitter to improve their offering and they have competition in Facebook.

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