By partnering with a bevy of successful mobile analytic firms to bolster their interactive mobile ad experience, Twitter is swinging for the fences.
“There’s no secret that the dominant usage on Twitter is on mobile devices,” said HasOffers chief Peter Hamilton. “Twitter’s feed is real time, location based and oriented around what’s going on with users.”
San Francisco-based Twitter unveiled its new partnership Monday; the program is being called the Twitter Marketing Platform Program. This means that marketers using Twitter can now precisely measure their impressions, clicks, and installs. This real-time interaction translates to a better end-user experience, multiple sources told VentureBeat.
“In our data, we saw there was a need for this,” a source at Twitter told VentureBeat. “We’re trying to improve the ad experience on Twitter, and that includes for advertisers and app developers.”
Twitter’s blog post announcing the partnership put it this way:
“Once your ads are running, we provide conversion tracking for mobile apps, which allows you to measure the full conversion impact of your campaigns, including initial installs and in-app conversion events. We have partnered with leading companies in mobile measurement to help you see how engagements and impressions on Twitter drive your app conversions.”
The partnership, which Twitter hopes will boost mobile ad revenue, includes, in addition to HasOffers, Adjust, AD-X, Appsflyer, Fiksu, Grab, and Kochava. Those company’s are pure analytic data plays that help ensure advertisers are reaching a targeted demographic with pinpoint accuracy.
“When an advertiser engages [with] a tweet, its a fun experience. People like to see advertisers engaging that way,” Hamilton said.
The partnership builds upon Twitter’s move earlier this year with companies like EA Games and Lyft to test out a feature that promotes app installations through native ads. The app promotion arrived as part of a package that lets advertisers capitalize on the micro-blogging platform with access to their considerable data in order to more finitely deploy ads.
For Kochava’s chief executive Charles Manning, the partnership represents a big win-win for the mobile analytic firms and Twitter too. And he pointed to Twitter’s acquisition of ad exchange heavyweight of MoPub as yet another milestone on the road to increasing their mobile revenues.
Also, a better understanding of the fickle mobile ecosystem that analysts predict will amount to $34 billion by the time the candles are blown out on 2014
“This,” Manning said, “is yet another fresh opportunity, and its all about growth.”