Twitter Inc. is revamping the look of advertisers’ mobile app-install ads within its in-app ad network.
The social network today announced that retailers can have their app-install ads running within the Twitter Audience Platform convert into native ads that blend in with other content within the app. Twitter says Audience Platform reaches 800 million consumers across “thousands” of apps.
In testing, the native ad format produced a 56% lift in click-through app install conversions on campaigns running native ads when compared to other formats such as static banner and interstitial ads which, until now, were the only app-install ad formats Twitter’s Audience Platform offered.
To syndicate an app-install campaign as a native ad across Twitter’s ad network, a retailer needs to check a box labeled “native” when he sets up a campaign on the Twitter Audience Platform. Twitter’s technology then automatically reassembles the ad’s content to match each app’s design and layout.
Twitter’s mobile app engagement ads, which are designed to drive a consumer who has already installed an app to use it, cannot be converted into native ads across Twitter’s ad network.
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