Over the last few years, Facebook and Twitter have gone back and forth copying their features and redesigns more than a few times. In 2013, for example, Facebook implemented a number of attributes that have been staples of Twitter for years, including hashtags, verified profiles and Vine-like videos.
As turn-about on the Internet is definitely fair play, this year Twitter has decided to promote the installation of mobile apps, something that has already been a major Facebook success.
It’s not hard to see why. As app makers face more challenges to get the attention they need in the sea of competing apps on the market, any type of marketing service that can bridge the gap between developer and consumer will attract plenty of eager ad buyers. A mobile app installation ad that takes a consumer directly to a mobile app store’s installation page is really a genius move and something that app developers, unsurprisingly, are quite fond of.
Using their MoPub advertising service, Twitter will make mobile app promotions available on and off of their website via, of course, mobile apps. Now fully integrated into their ad network, MoPub was acquired by Twitter last year when their share of the mobile ad market was just shy of 2.5%.
“The MoPub Marketplace reaches more than 1 billion unique devices and handles more than 130 billion ad requests inside Android and iOS applications every 30 days, making it one of the largest mobile ad exchanges in the world,” wrote Kelton Lynn, the product manager at Twitter, in a recent blog post.
Although it’s still in private beta testing for US marketers, Twitter’s app ads have the potential to reach nearly 1 billion unique devices and 241 million active Twitter users when they open the service to all of their advertising customers. Twitter also says that they’ve already developed a suite of tools that can be used for ad creation and targeting, as well as measurement, all of which are currently part of the beta testing.
eMarketer recently argued that, even though Twitter’s user growth will slow down over the next several years, it’s a good sign for ad revenue because their user base will become more mature.
“Twitter’s future value is contingent not only on its number of users, but also on the number of users engaging with its ads — and older users are more likely to do so,” the firm said.
While some experts don’t particularly agree with that assessment, the one thing that’s certain is that Twitter, and their app ads, will be ready.