Dive Brief:
- Mobile app marketers have a new way to reach Twitter users – video ads.
- Video ads are attractive to mobile marketers because 82% of Twitter’s monthly users watch video, and 90% of those views come from a mobile device.
- Video mobile app ads will autoplay on users’ devices, and can be targeted via Twitter’s targeting categories.
WATCH: Bring your app to life with the Video App Card https://t.co/OEhtqHUy7r
— Twitter Advertising (@TwitterAds) September 24, 2015
Dive Insight:
Twitter is now allowing mobile app marketers to buy video ads, a format that should prove to be particularly attractive because Twitter users watch video on mobile devices in droves. The ads will autoplay on users’ timelines and include a call-to-action to purchase the app in-video ad. According to Twitter, internal data suggests some advertisers are already seeing nearly triple increases in conversion during this global beta rollout of the new ad format.
Marketers upload their creative ideas as in any other Twitter campaign and from there can target the ads by device, interest, keyword, location and tailored audience.
In other Twitter video ad news, it’s opened the Twitter Audience Platform ad network to sell promoted videos and tweets to mobile apps outside of Twitter. Twitter also recently expanded how marketers can bid on mobile ads, adding optimized action and cost-per-install ad bidding options.