Twitter to drive app installs and engagements through MoPub to a billion mobile devices off-Twitter
Twitter has unveiled targeting, creative and measurement tools through MoPub, allowing app publishers to promote mobile apps to 1 billion devices, both on and off Twitter. Kelton Lynn, product manager for revenue, explained: “Advertisers can now choose to run simultaneous marketing campaigns to more than 241 million active users on Twitter, and to more than one billion mobile devices off-Twitter, through one interface at ads.twitter.com.” Currently only available for beta partners in the US, including Spotify, Deezer and GetTaxi, it is expected to roll out further soon. Beta partners have so far been able to run native ad promotions, which allow users to engage with and download the app while in Twitter. “Twitter has jumped to be our number one acquisition channel, we couldn’t be happier with the results of the Beta,” said Rich Pleeth, VP global marketing at GetTaxi. Advertisers can now set up campaigns directly on ads.twitter.com to run across the Twitter Publisher Network, with ad campaigns automatically translated into programmatic bids on the MoPub exchange, on a level playing field with MoPub’s existing DSP partners. This will provide advertisers with the ability to easily run on-Twitter app promotion via promoted tweets, while simultaneously running off-Twitter advertising through the MoPub Marketplace. Lynn added: “This is the first of many opportunities to join Twitter and MoPub to create a large-scale, rich and well-targeted advertising platform — one that provides high ROI for marketers, and a great experience for users.” Twitter acquired MoPub in September 2013.