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Twitter announces direct response products to shore up ad revenue

An app card will enable advertisers to showcase their apps with a video ad.

By CBR Staff Writer

Twitter has announced three beta products to bolster its direct response advertising, with plans for the products to be rolled out to global mobile app advertisers in the coming months.

The new products include a video app card which will enable advertisers to showcase their apps with a video ad.

Advertisers will also now have the option to bid for ads through optimised action bidding. They can pay for ads only when a user actually installs an app.

Finally, cost per install bidding will enable advertisers to bid, optimise and pay by install giving them maximum control over their costs.

Twitter said mobile app marketers will soon be able to target users on Twitter partner apps on more than 1 billion mobile devices. Gaming company Kabam has seen strong results in testing.

Kabam VP of marketing Jordan Edelstein said in the Twitter blog post, "We’ve been thrilled to have multiplied the scale of our top 10 grossing Marvel: Contest of Champions install campaigns by 5x by running them on Twitter partner apps.

"We look forward to the opportunity using mobile app promotion to help maintain Kabam’s market leadership position."

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Last year, Twitter launched mobile app promotion to help marketers drive cost-effective app installs and engagements. The company enhanced the product suite with new targeting, creative and measurement features.

The company has also introduced a new tool to help advertisers better understand their audience and to tailor ads in more effective ways.

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