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,
[quote]”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.”[/quote]
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”,
[quote]”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,”[/quote]
Have you ever used video ads for app-installs? If so, what was your experience and what were the results?
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