Twitter Launches Enhanced App Promotion Suite at APS2014

Twitter‘s EMEA Mobile Specialist, Ross Sheil, spoke at the App Promotion Summit in London this year on promoting mobile apps through the Twitter platform.

Twitter’s Ross Sheil talks promoting mobile applications through Twitter

Ross spoke about the enhanced mobile app promotion suite that allows advertisers on Twitter to effectively promote their mobile apps. He started by listing a few data points:

  • There are over 255 million monthly active users on Twitter
  • On the Twitter platform 80% of the usage comes from mobile
  • 65% of Twitter users downloaded an app in the past month (June 2014)

Ross discussed one of the central features of the suite for app marketers: solving the problem of users who download an app yet never open it. The feature works by notifying the user inside Twitter, which then uses deep linking to take them into the newly downloaded app. Ross then moved on to give a product overview of the suite by outlining the key steps on how it works:

Twitter Overview
Ross also highlighted the extensive range of new targeting options that the suite provides. Users can be targeted via location, gender, language and mobile – there is also the ability to target 72 different mobile devices. Tailored audiences, another new feature of the suite, allows advertisers to focus on ‘outright’ user acquisition by uploading device IDs. The links to download apps are delivered directly to users’ timelines through app cards which can be customised by the developer. Twitter also announced a new charging model: only when a user clicks to download an app is the developer charged anything. Additionally, mobile conversion tracking is now on offer through tracking partners such as AppsFlyer and Fiksu. Finally, Ross spoke of a campaign management service for app developers, rounding off the list of new features that the enhanced mobile app promotion suite provides.

The Twitter Reaction

Here’s some tweets from the App Promotion Summit about the presentation.

Thanks to Ross and Twitter for giving such an interesting talk. You can find more coverage of App Promotion Summit London 2014 here and we’ll be releasing the video and audio recordings of the event soon.