Twitter To Launch New Mobile-Ad Product

by CXOtoday News Desk    Mar 28, 2014

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Twitter has announced its plans to release a mobile-advertising product in the next few weeks that will allow apps makers in more downloads of their software, according to a Bloomberg report. The format, known as an app-install ad, will help the microblogging company attract marketers in the e-commerce and gaming industries, said the report, quoting sources, who asked not to be identified.

The report said that if users click on one of the ads that appears in their Twitter feed on mobile devices, they will be directed to the advertiser’s page in a mobile-app store where they can download the program.

Bloomberg report also quotes that Twitter is expanding its mobile-ad offerings as it works to deliver on the promise of its November initial public offering.

The company’s stock has soared 78% since then as analysts have anticipated Twitter’s annual revenue will almost double to $1.2 billion this year, even as user growth has slowed.

Mobile has been the key focus of Twitter’s business, since that’s where its user base is growing faster and where it derives more than 75% of ad revenue, believe analysts.

App-install ads have helped boost revenue at other social networking companies. Facebook Inc. introduced the ads in October 2012, driving 245 million app downloads last year, the report noted.

Twitter has been testing app-install ads for at least several weeks, according to the source. The product has improved over that period, according to Adknowledge, an US-based ad-targeting company that has been working on the tests, the report said.

For one mobile-app maker, the cost of acquiring a new user dropped by four-fifths after using the ads, which were as effective as one of Facebook’s ads, Adknowledge chief executive Ben Legg said in an interview.

Twitter has also updated its mobile applications to get users to spend more time sharing tweets and messaging each other, while working to make it easier for advertisers to target its 241 million users.

Twitter’s advertising will expand across the mobile Web through its acquisition of MoPub, a mobile advertising exchange, in October, said the Bloomberg News.