Twitter needs to turn a profit, and it’s clear that video advertising is probably the way, as is with most other social networks. Over a year ago the company announced that it was allowing app-install ads, and now it is finally launching promoted videos for app installs.
Also Read: Twitter Ad Manager Goes Mobile
App installs are a very lucrative revenue driver, so it’s no surprise that the company has now added video to the mix to further increase conversions. Having introduced autoplay videos recently, Twitter is doing a lot for its video offering, but this is a game-changer for the platform and advertisers alike, as it combines high engagement – offered by video – with conversions.
Richard Alfonsi, Vice President of global business development and platforms explained that,
“The union of video and a call to action—driving app installs—that’s new… “It’s an immersive experience to have video directly in the tweet. It creates great performance and lets marketers convey a lot more about what the app does.”
Both Facebook and Instagram have added video ads to their roster of ad solutions, so it was only a matter of time until Twitter took its turn. App-install video ads are becoming a major part of the sector as they lead to higher conversions (app installs) with a lower per-install cost!
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According to a recent report, over two-thirds of gaming app installs on Facebook result from video ads. Twitter‘s offering also adds new ways to bid, giving advertisers a lot of flexibility. Called, “optimized action bidding”,
“This new bidding type allows app install advertisers to optimize their bids according to install, while still paying by app click—offering another way to lower cost-per-installs and yield the highest possible ROI,”
Have you ever used video ads for app-installs? If so, what was your experience and what were the results?