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发帖数: 1034 | 1 Posted yesterday by RICHARD HARRIS
Twitter Opens Mobile App Promotion Program Out of Beta
Announced earlier this year in beta, Twitter’s new mobile app promotion
platform provides the ability to create promoted tweets that link directly
to the Android and iOS app stores, where users can then download the app
immediately.
The platform leverages Twitter’s existing targeting capabilities, including
interest, keyword, TV targeting and tailored audiences to help developers
and publishers reach their desired audience. The program also provides the
ability to layer on gender, geo, language and mobile platform targeting to
pinpoint the users who are best suited for an app.
Once targeting has been set, Twitter offers different ways to customize the
creative aspects of an ad using Promoted Tweets and App Cards, including:
- The ability to automatically use an app’s icon and description from
Google Play or the App Store, or customize them.
- The ability to deep link to enable users to open an app directly from
Twitter; and
the ability to customize Tweet copy to provide additional context about why
users should download an app.
- App Cards on iOS will also include install notifications, a prompt that
occurs on Twitter once an app is fully downloaded. The notification is
designed to drive activation of an app when user intent is highest.
Once ads are running, Twitter provides conversion tracking for mobile apps,
which provides the ability to measure the full conversion impact of
campaigns, including initial installs and in-app conversion events. Twitter
has partnered with several companies to help see how engagements and
impressions on Twitter drive app conversions including Adjust, AD-X,
AppsFlyer, Fiksu, Grab, Hasoffers and Kochava.
Twitter is introducing a new pricing and prediction structure for mobile app
promotion, based on a cost-per-app-click (CPAC) model. Developers will only
be charged when a user clicks to go to the App Store or Google Play from an
ad, or when they open an app directly from Twitter.
Developers can set up and run mobile app promotion campaigns directly from
ads.twitter.com, or through their Ads API partners, which specializes in
managing mobile performance advertising campaigns at scale. |
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