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Twitter needs cash, copying Facebook methodology


Just last week we heard about Twitter complaining about its miserably low active user count. While it’s trying to recuperate from low user malaise, it’s already pushed itself onto the high revenue advertising league by allowing advertisers to put up downloadable links on the user’s Twitters feed.

In a bid to garner more revenue, Twitter has decided to get into mobile ads. The new mobile app promotion suite wouldn’t only allow advertisers to showcase their ads on Twitter’s user feed, but would also reach out to the consumers who aren’t on Twitter – via MoPub, a hosted ad serving solution built specifically for mobile publishers.

Twitter acquired MoPub last year in September for $350 million in a hope for a soaring advertising revenue. However, the move didn’t work as planned; while Facebook and Google managed to amass nearly 70 percent of the mobile ad market, Twitter couldn’t even breach a decent two digit figure. It secured a painful 2.4 percent of the global mobile ad market. At present MoPub caters to over 130 billion ads in a network of over 1 billion devices.


“This is the first of many opportunities to join Twitter and MoPub to create a large-scale, rich, and well-targeted advertising platform — one that provides high ROI for marketers and a great experience for users,” said Twitter product manager, Kelton Lynn.

In the significant attempt to make the business more lucrative, Twitter’s user feed will see downloadable links to mobile apps in the form of advertisements. That consumer can easily be lured into the trap of downloading better, different apps, the advertising technique has been utilized to its full potential. The objective, quite clearly, is to gather potential customers. Just click at the ad and the user would be able to download the apps from Apple’s App Store and Google play, via their Twitter Timeline.

In a bid to replicate Facebook’s success in the advertising world, Twitter seems to have taken its first prominent step since its acquisition of MoPub last year. Facebook got in the race to conquer the global ad market when it launched its mobile app ad product in 2012. Twitter might’ve made the move a little too late, but like it’s said – It’s better late than never.

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