Twitter Announces New Beta Products To Expand Ad Reach 07/09/2015

Previously, advertisers used pictures to showcase their products and services.

On Wednesday, Twitter announced the move at a juncture where it is celebrating a year of mobile app promotion on its blog.

This new bidding type allows app install advertisers to optimise their bids according to install, while still paying by app click – offering another way to lower cost-per-installs.

The video app card enables them to showcase their apps within video ads in what Twitter describes as an “immersive experience” aimed at driving higher quality app installs. Through video ads, users are able to better understand how an app or product works before downloading it, said Richard Alfonsi, Twitter’s vice president of global online sales. Featuring information on impressions, engagement, budgets and more, the app lets marketers edit, pause, bid and schedule campaigns or entire accounts from iOS and Android smartphones and tablets. New ads could help increase revenue for Twitter’s cash cow, as they attempt to further monetize its app.

Twitter’s blog hypes the cost effectiveness for the advertisers who are also allowed to pay on basis of cost per installation. That extendsthe potential reach of ads to more than 1 billion devices.

The company doesn’t break out app promotion revenue when it shares its broader mobile ad numbers, and today’s post is less focussed on overall trends and more on praise from individual advertisers like Postmates, Lyft and Comedy Central.

The new feature should be lucrative for Internet start-ups as it allows the advertisers to reach greater number of audiences effectively.