Twitter's mobile app promotion service has been officially launched worldwide after delivering advertising to over 1 billion iOS and Android devices worldwide in beta phase.
Powered by Mopub, the service acts as a twist on the pay-per-click advertising model, only it provides deep links to actual apps on the user's device. If the app isn't available to be launched directly from within Twitter, the ad takes users to the iTunes App Store or Google Play instead. Advertisers only pay for these cost-per-app-click events.
"We’ve reached tremendous scale on mobile app promotion," says Dots' head of user acquisition over on Twitter's official announcement of the new service. By all accounts, over a million app installs of the studio's TwoDots game have been recorded via the Twitter promotion.
Lyft claims similar results while paying 30 per cent less than its intended advertising budget, and even EA had nice things to say about acquiring 'high value players' for both hardcore and casual titles. And the micro-blogging service doesn't intend to stop at Twitter.
"[In the] future we are interested in driving deeper integration between Twitter and MoPub, and to extend mobile app promotion further,” it tells TechCrunch.
Twitter also points out that the majority of its usage is now via iOS and Android, making it the social channel of choice for mobile networkers.
The global availability of Twitter's smartphone app promotion network MoPub, which it acquired for $350 million in September 2013, comes with a comprehensive dashboard that tracks conversions, customisation of promoted tweets and 'app cards,' and personalised copy to add context to your ads.
To get started, head on over to Twitter.