Twitter has some good news for app marketers who continually strive to reach new users and drive cost-effective conversions. Starting today Twitter has introduced installed app category targeting: a new tool that enables app advertisers to reach users based on the categories of apps they have installed on their device, or in which it thinks they have interest.
Giving more understanding about the new feature, Deepak Rao, Product Manager, Revenue, Twitter wrote on the Twitter blog, “One of the biggest priorities for mobile app marketers is to reach the people who are most likely to use and love their apps. Today’s launch is the next step in our journey to help these advertisers connect with the right customers on Twitter – while providing users with the most relevant and useful ad content.”
Twitter further states that with installed app category targeting, one can also combine this feature with other targeting types — such as keyword, language or location targeting — to further customize the potential audience for your campaign. For instance an advertiser who wants to drive installs of a task management app can select the “Productivity” category to reach users who have recently installed similar apps. That same advertiser may know that productivity app users also tend to use finance apps, so they can target the “Finance” category to connect with new people who are likely to be interested in their app.
Over the last few months Twitter has been testing the installed app category feature with its beta partners and the feedback has been positive. For example, Mercari, a community-powered shopping platform, used the tool to promote their new app. Financial services app Acorns has seen continued success with installed app category targeting and Fablic, Inc. used installed app category targeting to promote their online flea market app, Fril.
“Installed app category targeting has helped Fablic identify new cost-effective groups of users to target on Twitter. By analyzing campaign reporting by installed app category, we were able to identify categories with average cost-per-install of up to 60% lower than similar broadly targeted campaigns,” Rie Taninishi, Director, Fablic, Inc.
In addition to the targeting options, Twitter also revealed that it is releasing new reporting and analytics for installed app categories within the advertiser dashboard. These reports are available for all mobile app promotion campaigns, regardless of whether those campaigns used installed app category targeting.
Twitter thinks that the reporting insights would be of great use for advertisers so that they could effectively target. For example, if you’re running a campaign targeting users who have installed entertainment apps, you can use this reporting to identify other types of apps they also have installed — and then explicitly target those new categories. Or, you can identify which app categories yield the strongest install rates and lowest cost per install, and use this data to target high performing app categories in future campaigns.
Installed app category targeting and reporting is now available globally to all advertisers running mobile app install and engagement campaigns on Twitter, on both iOS and Android.