Three months after launching a pilot program for mobile app install ads, Twitter has made the offering available to all advertisers.
The format is a bid to capture surging app promotion budgets that have been a boon to Facebook, Pandora and dozens of mobile-specific ad networks and demand-side platforms (DSPs) over the past two years.
Ride-sharing service Lyft, EA and game maker Dots were among the app program's beta advertisers. Dots used it to drive downloads of its TwoDots spinoff game, calling Twitter "an essential user acquisition channel." Twitter has declined to say how many install campaigns have been trafficked using its platform.
App install and app re-engagement products can be targeted using many of the same capabilities available through Twitter's other ad formats, including tailored audiences (website and CRM retargeting), interest-based targeting, keyword-based targeting and TV targeting. Twitter can also serve ads to users deemed more likely to respond to install ads.