Twitter is pushing further into one of the most lucrative segments of the mobile ad economy.
The social network announced September 22 that it is now letting advertisers run native app-install advertising campaigns across a host of different apps through the platform’s third-party partnership network.
Like other types of native ads, the network will shoehorn promotions appearing on apps other than Twitter to match the look and feel of a given app, thus providing what Twitter hopes will be a less disruptive experience for users.
Twitter is expecting the initiative to reach more than 800 million people — more than twice the site’s user base.
— Twitter Advertising (@TwitterAds) September 22, 2016
Sometimes aggressive app-install ads are one of the biggest draws for mobile ad spenders. By some estimates, they account for 30 to 50 percent of the entire market (excluding search ads), according to Emarketer.
Still, it’s easy to see why Twitter considers the market attractive; these ads boast considerably higher click-through rates than their static display counterparts, and nearly six in 10 millennials the company surveyed say they prefer the format.
Twitter has unveiled a flurry of new direct-response ad products in recent months as it looks to lure a wider set of brands to the platform.