Twitter says programmatic marketing in brand-new apps is paying off big

Advertisers purchasing advertisement space inside brand-new apps are seeing great returns, according to Twitter.

Twitter offers programmatic ad area in a network of more than 31,000 mobile apps. Marketers bid for specific markets at Twitter’s MoPub marketplace, and the ads get targeted at users based upon social and market information.

In its quarterly programmatic patterns report, Twitter discovered advertisers that purchased inventory on any of the 580 brand-new apps that introduced in the 3rd quarter had 186 percent greater click-through rates and 46 percent lower cost-per-click than when buying supply from apps released prior to Q3.

Likewise, publishers who launched new apps in Q3 saw 67 percent higher eCPMs (advertising earnings generated per 1,000 impressions) than apps which launched prior to Q3.

Twitter said it gets 335 billion regular monthly advertisement requests on MoPub for ads put on more than 1 billion devices through more than 175 demand-side platforms.

Jesse Grillo is a Hermosa Beach Marketing Consultant.