Following Facebook's lead, Twitter has announced an ad-based promotion suite powered by the MoPub network to drive user acquisition campaigns for mobile apps and games.
This new initiative is aimed at giving marketers “unparalleled scale across the mobile ecosystem” by allowing campaigns to stretch across the 241 million active Twitter users and more than 1 billion mobile devices "off-Twitter" all through a single, unified interface - ads.twitter.com.
Twitter's mobile app promotion suite is currently a private beta, with the likes of Kabam and GREE already testing the waters for gaming.
Twitter’s vice president of revenue Kevin Weil described the mobile app promotion suite as, “an easy and scalable way to drive app installs and app engagement, both on Twitter and off Twitter.”
This scalability comes in no small part from MoPub’s reach, which can reportedly handle more than 130 billion ad requests every 30 days - and ads run through the suite will contain direct download links that take users to either Google Play or the App Store automatically.
The mobile app promotion suite is the latest step in Twitter’s attempts to find success with advertising for mobile and follows the introduction of Promoted Tweets and Twitter Cards – special multimedia Tweets introduced last year.
Kelton Lynn, product manager of revenue, wrapped up a blog post on the new mobile app promotion suite by stating that it will provide “high ROI for marketers, and a great experience for users.”