Twitter Adds Video to App-Install Ads, Offers to Charge Only for Completed Downloads
By Avery Graham • July 9, 2015
Twitter has introduced its plan to allow mobile app developers to attach videos to their ads in order to give consumers a better feel for the apps “in action.” Along with this new use of video, Twitter has agreed to only charge developers for engagement that leads to complete app downloads rather than for clicks on app install ads.
While this sounds almost too good to be true for some developers, it may affect ads’ reach as Twitter’s technology targets only those who are most likely to download the apps, and thus generate revenue for Twitter. To offset this, Twitter will provide an option to prioritize installs without inhibiting reach.