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Twitter takes more inspiration from Facebook by pushing mobile app ads

The new ads will allow users to download apps through promoted tweets and outside the app itself.

How the new Twitter app install ads will look.
How the new Twitter app install ads will look.

BOTH FACEBOOK AND Twitter have been taking inspiration from each other in different ways.

With the former introducing hashtags and trending topics, the latter now has similar profile pages, real-time web notifications, and now it will have app install ads in its news feed.

Similar to mobile ads on Facebook’s, mobile users will be able to install apps and services directly from the news feed itself.

While these ads will appear on the iOS and Android app, its use of MoPub, a mobile ad exchange it purchased last October for $350 million, means it can display these ads outside of Twitter.

Twitter currently has 241 million monthly users, but MoPub’s advertising exchange means it can also reach people outside of the app. MoPub’s services reach more than a billion people and deals with 130 billion ad requests inside Android and iOS applications every 30 days. This means it won’t have to rely as much on Twitter itself to boost revenue.

The new ad format is only available to US advertisers in private beta, but Twitter is promising marketers and developers it will be offering more ways to drive app installs and app engagement.

App installs are cited as one of the main reasons why Facebook has been doing so well in generating mobile ad revenue, mobile ads made up 53 per cent of the $2.33 billion in revenue it made during the fourth quarter of 2013.

Twitter had its first earnings report back in February where it announced an increase in advertising revenue. However, slow growth and a decrease in timeline views, caused its stock price to fall.

Read: Google’s Q1 earnings disappoint investors as ad prices slip >

Read: 1 in 5 US internet users have had bank account details and personal data stolen – survey >

About the author:

Quinton O'Reilly

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