It's a social media service where a large proportion of its users are coming via mobile devices, so it was not unexpected that Twitter recently began offering app install promotions and engagement ads.
Initially offered in a private beta, Twitter said app install ads would now be available to all its customers. Around the same time, Twitter also announced it had acquired TapCommerce, a mobile ad retargeting firm, which would help in its efforts to use app ads as an increasing source of revenue.
For developers who have long struggled to effectively market their apps and mobile games, the news couldn't have drawn a better reaction, at least based on what they posted to Twitter itself.
Twitter mobile app promotions goes out of beta. Looking forward to play around with it. https://t.co/3ymAUdGAt9
— Björn Schefzyk (@bjoern2000) July 2, 2014
A Win For Mobile App #Marketing - Twitter Rolls Out #App Install And Engagement Ads Globally http://t.co/9yuhnnnU3U
— AppIt Ventures (@AppIt_Ventures) July 1, 2014
Of course, app install and engagement ads are not a new phenomenon. As several developers pointed out, social networking rival Facebook leads the market in offering them to customers, but some suggested that Twitter's offering may be more competitive than expected.
The targeting features are so rich. Watch out Facebook! http://t.co/DmL1aJsi3q
— Benjamin Burns (@benjaminburns) July 2, 2014
#Twitter is following in #Facebook's footsteps here...But with perhaps even greater potential http://t.co/1wzu38bods
— WASP MOBILE, LLC (@WASPMOBILE) July 1, 2014
In the end, perhaps the best sign of Twitter's success is not necessarily how developers greet the news, but what they do next.
Experimenting with Twitter app install ads.
— Hunter (@Hunter) July 1, 2014