It would seem Twitter is trying to spruce up the way advertisers’ mobile app install ads look within its in-app ad network.
On September 22, it was announced by Twitter that mobile app advertisers will the ability to have their app install ads be automatically converted to appear natively within the apps in the Twitter Audience Platform. The company claims that this reaches 800 million people across “thousands” of apps.
In order to syndicate an app install campaign as a native ad across the company’s ad network, a mobile app advertiser has to heck a box that’s labeled “native” when they are setting up the campaign on the Twitter Audience Platform. At this point, the technology behind the platform will take the ad’s individual assets, such as images, text, and app-store links, and reassemble them, within a template that will make them appear more like normal content that is found within a mobile app. They could appear as a post in an article feed or a listing in a list of places that users check out.
In testing, Twitter has claimed that native app install ad received 56% higher click-to-install rates than app install ads that appear as traditional banner ads and intertitials. Up until this point, interstitials were were the only ways an app install ad from Twitter could appear in its ad network.
Currently, mobile app engagement ads can’t be converted into native ads across Twitter’s ad network.