Twitter targets advertisers with app download shortcuts in tweets and deep MoPub integration

Author

Nick Summers

April 17, 2014

This article originally appeared on The Next Web

Twitter wants to make its short-form social network the premier place for advertisers, brands and developers to market their products. To that end, the company today introduced a new tweet format that includes an app download link. It’s currently being tested in private beta and gives Twitter advertisers a new way to encourage downloads on different mobile app marketplaces.

Twitter says the new feature leverages both Promoted Tweets and Twitter Cards to show these promotions as a “rich, native ad unit.” Spotify, HotelTonight, Kabam, and Deezer have been testing the tool as early beta partners and Twitter, not surprisingly, claims they’ve all had “promising results” so far.


image app card screenshots 5 Twitter targets advertisers with app download shortcuts in tweets and deep MoPub integration

Futhermore, advertisers can now set up campaigns to run across the entire Twitter Publisher Network. It’s only available to US advertisers in private beta, and allows them to market their products across “thousands of apps and over 1 billion monthly devices” which are supported by the exchange.

“Advertising campaigns run across the Twitter Publisher Network are automatically translated into programmatic bids on the MoPub exchange, on a level playing field with MoPub’s existing DSP partners,” the company explained.

Feautred image credit: GABRIEL BOUYS/AFP/Getty Images

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