Twitter Audience Platform (TAP) is a Twitter tool that allows advertisers to significantly amplify the reach of their Twitter Ads, as the ads are displayed across an external network of mobile apps. All this, without ever losing sight of the advanced segmentation possibilities that Twitter offers, and new creative features that transform promoted tweets into highly visible formats especially designed for mobile devices (video, native advertising, banner and interstitials with several interaction options).
There are still very few companies to date who have used TAP and achieved successful results for their mobile app’s growth strategy. Which brought out the curious and adventurous side of us here at Cyberclick and we decided to take on the challenge of evaluating exactly what results this platform can bring us, and how they can be aligned with our ROI objectives through standard audiences on Twitter and other similar channels.
The complementary outreach offered by TAP can be useful for campaigns with all kinds of objectives: tweet interactions, video campaigns or app install campaigns. The latter prove to be particularly appropriate, given the mobile context in which the platform finds itself, and this is the area we decided to approach when running our first tests.
So, what results this App Installs test, now active for 60 days and counting, showing us? Here are the benefits:
Example of an Interstitial Ad
Taking into account the duration of the test and the volume of data analyzed, we truly consider these results are achievable and can be extrapolated, at least, to other App Install campaigns in the same sector.
Our main takeaway is that it can be a very big advantage to include Twitter Audience Platform in our strategies, as it helps achieve branding and awareness objectives at a very low cost, as well as performance milestones at price per conversion/installation costs that are very competitive and similar to those obtained through other channels. All of this, combined with the choice of a variable pricing model that will never limit the flow of traffic attracted by the campaigns.
Did you know that over 80% of Twitter users access the network from a mobile device? Furthermore, according to a recent study by Research Now, Tweeters use apps 24% more than other smartphone users, making them the ideal audience to promote your application. Knowing this, Twitter has made our lives as marketers easier by creating specific features for apps within its advertising platform, Twitter Ads.
App Cards are an advertising format with endless possibilities. From within the Twitter app itself, users can see some of the qualities of a promoted app, a preview image and install or open it without even leaving their timelines. You can also customize the title and the call to action to maximize your results. The ads automatically adapt according to the device from which the user is accessing (iOS or Android) and are not shown on desktops, as they are entirely focused on getting downloads.
With the app card campaigns you can increase downloads, encouraging people to continue interacting with your application, segmenting the users who are most interested in installing your app and following up on all conversions into opens and downloads.
Ready to use Twitter App to attract downloads of your app? To create your personalized campaign, you only need to follow these steps:
Here are a few recommendations to follow if you want to get the best results:
To finish off, I would like to share with you some of our success stories, about mobile application promotion campaigns using Twitter App. We are continuously blown away with the power of this tool!
Glovo App is a delivery service application that connects customers with local couriers. Their objective was expanding from the north American market to the main European cities.
Our challenge was to generate a highly segmented campaign, with different combinations of creative elements adapted to each city. Furthermore, we also needed to make real time decisions regarding each Twitter Card, which we were able to do thanks to a system which makes real time decisions implementing Twitter’s API.
Thanks to unique Twitter Cards in every city, device-specific segmentation and learning and adapting to and from the audience, we were able to multiply the daily app installs by 5.36, while the cost per installation decreased by 21%. The engagement increased by 64.8% while the cost decreased by 33%. These are great results, achieved by using any and all personalization features.
Subasta de Ocio is a Spanish app that auctions empty hotel rooms, unused restaurant offers and other leisure activities. Their goal is to fill all hotels, restaurants, spas & other leisure activities and make people happy instead of having unused beds or dining tables.
Our challenge here was managing 7 different product categories, with high levels of customization and segmentation within each one, all whilst increasing the number of app installs and improving the cost per installation.
In order to achieve it, we integrated Twitter’s API into a software to generate the campaigns, tweets and possible segmentations in a matter of minutes. To optimize the results, we used Twitter Tech Marketing, which applies algorithms based on artificial intelligence to make real time decisions. This made it possible to manage 270 unique segmentations per campaign and over 7,000 ad combinations with optimized results: the cost per installation was reduced by 43.17%.