Native ads are now available to advertisers running mobile app install campaigns on the Twitter Audience Platform (TAP).
Twitter pioneered this new flexible ad format with Promoted Tweets over 6 years ago—notes, "TAP can extend these campaigns to reach an audience of "more than 800 million visitors" to Twitter and thousands of popular apps."
Those new, "native" ad refers to mobile in-app ads that match the existing look, feel, form, and function of the app in which they appear.
For app publishers, native is rapidly becoming a keystone ad format. As native ads enhance the in-app experience rather than disrupt the flow of consumption, people are more likely to read, process, click, and engage.
Further they notes, "Native ads have 220% higher CTR than on their 300x250 counterparts (MoPub, 2016)" and "58% of US millennials say that they favor native ads" — "a greater proportion than the combined percentages of those who prefer banner, subscription, pop-up or other ads (Qualtrics, 2016)," added twitter.
According to company, during beta tests, "a +56% lift in click-through install conversions on campaigns running native ads" was recoreded, "compared to other formats such as static banner and interstitials."
How it works? Native ads use your existing assets, you need to simply check the "native" box when launching a new mobile app install campaign on the Twitter Audience Platform and "your ad content will be automatically re-assembled to match each app's unique design and layout," twitter explained.
This new ad format is now available to all advertisers driving mobile app installs, globally. To get started with Twitter Ads, visit ads.twitter.com/getstarted.
Watch the video to see native ad in action: