App, website cards drive Q2 leap for Twitter ad performance
The dust has barely settled from Facebook’s Q2 earnings call, but based on some extraordinary advertising numbers for one of our biggest clients (nearly 17M impressions in Q2), we’re predicting Twitter’s Q2 call will make some waves as well. One big driver: the introduction of advertising cards including website cards and image app cards, an in-feed ad unit with a large preview image and a clear call-to-action button that prompts users to install an app.
For this client, a financial services company in the mobile payment space, Q2-to-Q1 2014 comparisons showed the same cost-per-click drops and click-through-rate increases that Twitter has been trumpeting. Most significantly, the introduction of app cards allowed us to shift a big proportion of spend to target installs, resulting in a 1,694% increase in installs quarter over quarter at a lower cost per install. The resulting performance improvement has allowed us to ramp up spend by 240% profitably for this client.
We don’t expect that all advertisers will see such dramatic performance gains, but there’s clear momentum building behind Twitter as a performance advertising platform. The effects of other improvements to geo-targeting (more countries included) and language targeting, along with the global release of Mobile App Promotions and the newly released Website Tag for Remarketing, should surface more in Q3 than in Q2. We predict performance numbers will continue to improve, although this may be offset somewhat as costs rise to reflect more demand for the platform’s inventory.