Twitter adds video units to mobile app promotion ads

Following its rollout of mobile app promotion ads a year ago, Twitter just unveiled new tools for mobile app advertisers. The option enables advertisers to drive app installs directly from video adverts. In addition, the company announced new choices for how advertisers will get charged.
Twitter launches app installs for video ads
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Richard Alfonsi, Twitter’s vice president of global online sales, says:

“The union of video and a call to action – driving app installs – that’s new. It’s an immersive experience to have video directly in the tweet. It creates great performance and lets marketers convey a lot more about what the app does.”

Competing with rivals such as Facebook, which recently introduced video ad units on Instagram, Twitter aims to expand its video ad offerings. It also added autoplay videos recently. The company knows that video ads are driving the app-install category, presenting a lower CPI for advertisers. Lyft, the American ride-sharing app, speaks highly of the marketing performance of Twitter app-install ads:

“Twitter has become our go-to channel for social media marketing. We’ve seen tremendous results with up to three times better performance than other social media channels.”

The company has also added optimised action bidding which enables advertisers to bid for ads and only pay when a user actually installs the app, providing better ROI. Indeed, Twitter confirmed that app-install ads were a major focus for the company.

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