Over the last few years with the proliferation of smartphones, mobile app install ad – an ad unit that directs users to download a mobile app has seen a massive rise in popularity among marketers. On top of strong performance, including high click-through rates, marketers like app-install ads because the format arguably offers the most measurable return on investment (ROI) of any major mobile ad format.
Networks like Google, Facebook, Twitter, among others are offering the ad inventory for apps seeking to stand out among the millions of mobile apps on the Google Play and the Apple app stores. According to BI Intelligence, US mobile app-install ad revenue will top $4.6 billion this year and grow to $6.8 billion by the end of 2019, increasing by a compound annual growth rate of 14% from 2014. “We believe mobile app install ads accounted for about 30% of mobile ad revenue last year,” said the BI report.
For a year now Twitter has been one of the prominent players offering strong ROI for mobile app advertisers, even if it has been struggling for users and revenues. Listed below are five primary ways in which Twitter is helping marketers to get stronger ROI for mobile app install ad.
1. App install and engagement ads
Twitter introduced its app install ad products a year ago beta testing with companies such as Lyft and EA for more than six months. The ad products enable 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,” said Twitter around June, 2014.
Mobile app promotion leveraged Twitter’s existing powerful targeting capabilities, including interest, keyword, TV targeting and tailored audiences to help you reach your desired audience. “You can also layer on gender, geo, language and mobile platform targeting to pinpoint the users who are best suited for your app.”
During this time 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.
2. Tailored audience
Late last year, Twitter had more good news for advertisers with the launch of tailored audiences from mobile apps – a new way for advertisers to create target-able audience segments based on mobile app actions such as an install, purchase or sign-up.
“With tailored audiences one can ensure that your ads are not displayed to users who have already installed your app. And you can augment tailored audiences from mobile apps with look-alike targeting to reach high-value users most similar to those who have your app installed,” informed Twitter.
Additionally, tailored audiences from mobile apps, you can also combine different types of tailored audiences — from mobile apps, from lists and from website visitors — for user acquisition and re-marketing strategies to maximize the reach and efficiency of your campaigns.
In-app engagement campaigns can also use tailored audiences from mobile apps to connect with users at specific stages of your app marketing funnel. “For instance, you can target users who have installed your app but have not yet signed up or made a purchase.”
3. Twitter Carousel Ads
Carousel ads – the feature that allows companies to cramp more number of ads on mobile screens has been a favourite choice for Facebook and Instagram. Twitter wasn’t behind giving the carousel ads a try.
Twitter’s suggested apps are not new, they have been present in the form of smaller tweets with a smaller scope of call to action considering how active are Twitter feeds. However with carousel Twitter has now the ability to show more than five apps to the user. Additionally, with this feature Twitter is also trying to grab user attention on the stream with larger display cards, a deliberate attempt to drive more app installs by giving more value to advertisers.
Wow this is an aggressive ad unit pic.twitter.com/uLZItg58nX
— Nathan Bashaw (@nbashaw) March 19, 2015
While carousel ads gave the extra flexibility to play with ads and capture more user attention, the offering wasn’t new for the advertisers.
4. App category targeting
Earlier last month Twitter 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.
Twitter further stated 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.
The feature over the time got a good feedback with its beta partners. 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.
During the same time 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.
5. Video App ads and cost per install bidding
Finally with video already becoming the preferred medium for marketers in 2015, Twitter recently rolled out three major upgrades to its app install advertising tool kit.
From now on advertisers will have the ability to promote apps within video ads and optimize bidding for installs and actions. Finally, with cost per install bidding advertisers can bid, optimize and pay by install giving you cost-efficiency and maximum control over your cost per install.
“In addition, mobile app marketers will soon be able to leverage Twitter’s unique targeting to reach mobile users across a wide range of Twitter partner apps on more than 1 billion mobile devices,” said Twitter.
Advertisers would love the move of paying only for actual app installs. It also means that Twitter will only reach out to people who would be most likely to install the app and generate money for Twitter.