If advertising can be an overwhelming matter, it is about to get more complicated for users as Twitter has announced that it will follow Facebook's ongoing success with "app install" ads, which will be placed directly in your timeline. The goal is for the company to continue to increase revenue as it attempts to streamline earnings.
While the announcement does not dramatically change the current make-up of "promoted" tweets, where advertisers pay to get their tweet viral, it now allows advertisers the option of having a button that will push viewers to install their app when browsing Twitter on their smartphone.
In order to do so, Twitter has purchased MoPub, a company described as a mobile-focused advertising exchange, which enables advertisers to manage their sources of advertising. It is an innovative idea that has already seen great success in helping companies get their ads on multiple platforms. The company has enabled direct advertising, house ads, ad networks and real-time bidding through the company's marketplace. And it's all through one product.
"We have developed a full suite of targeting, creative and measurement tools to enable Twitter advertisers to effectively promote their mobile apps," the statement reads.
Twitter hopes that the new acquisition will allow them to display more intricate ads on the site as well as have real-time bidding for promoted ads that could increase their value.
"These are being tested in a private beta, and you may have already seen some examples of these app promotions on Twitter. For marketers, this means a rich, native ad unit that combines the best of Twitter Cards and Promoted Tweets. Users can easily install and engage with apps, directly from the Twitter timeline." Twitter added.
The company also said they were looking at MoPub as a forward thinking acquisition that can help to dramatically change the current advertising models and markets into something that continues the evolution of the "mobile ecosystem." With more and more users having smartphones and browsing via their handheld device, the move into "app install" ads should help the company compete with others, such as Facebook, who have already been driving hard on the advertising model.
The takeover of MoPub was finalized in October 2013 and the announcement of the "app install" is the first major fruition from the company joining Twitter.
"Our approach is to show an ad when we think it will be useful or interesting to a user, and that isn't changing," Twitter says.
"We're excited to bring the MoPub and Twitter teams together, and we'll be sharing more in the future about our joint vision for mobile advertising."
