Twitter is testing some new tools for mobile application advertisers. The new features will include a video app card, which will allow advertisers to showcase their apps with video before prompting users to install them. Twitter is also giving advertisers more choice in how they're charged for ads.
For example, marketers will now have the option to bid for ads and pay for them only when a user actually installs an app, as opposed to simply tapping on an ad.
The social network first launched its app promotion ad product a year ago, but said the new options are intended to provide marketers with better return on investment from their app promotion ads.
Some marketers have recently questioned the effectiveness of ads on Twitter, and the company attributed its poor revenue performance during the first three months of the year to a "demand problem" for its direct-response ads products. Ad product tweaks such as the ones for mobile app install ads are designed to address some of those issues.
The new tools will be rolling out to all mobile app advertisers globally over the coming months.
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