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Evgeniy Kozlov, Twitter

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Connecting Your App to the World Audience

(White Nights Conference St. Petersburg 2017)
The official conference website — http://wnconf.com

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Evgeniy Kozlov, Twitter

  1. 1. Connect your app with global audience @ekozlov at #wnconf
  2. 2. Welcome Evgeny Kozlov Marketing director Httpool Russia @ekozlov
  3. 3. 4 Twitter is
 what’s happening
  4. 4. Source — YOY DAU Growth Rate - Q1’17 Earnings Letter Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 +3% +5% +7% +14% +11% Daily Active Users
  5. 5. TOP 20 APPS - 30 DAYS + 4 4 M T W E E T S Source | Crimson Hexagon
  6. 6. GAMING ON TWITTER
  7. 7. Game launches happens here Maradona. @ThierryHenry. @Pele. Yashin. Meet four more #FUTICONS! #FIFA18 http://x.ea.com/32825  Tweet 227 RETWEETS 73 LIKES EA SPORTS FIFA
 @EASPORTSFIFA
  8. 8. Twitter users are on mobile, and they engage and purchase more users on mobile 80% more likely to make an in app purchase than the average consumer 52%have installed an app 
 in the last month 58% Source — Research Now 2015
  9. 9. Always the first to know Never miss outAre the people around the table who always start the conversation Twitter users are… Are part of moments, both historic & hilarious, as the happen Are the most influential person in their household Are the ones their friends turn to in order to find out what’s happening
  10. 10. to an influential audience in Russia Monthly Addressable Audience In Russia Gender 32M Age Your connection 51% 49% 16-24 25-34 35-44 45-54 55-64 10 18 29 2222
  11. 11. to global reach Global Addressable Audience Monthly Logged in Users 820M 328M Mobile Users 80% Your connection
  12. 12. Drive app growth with Mobile App Promotion
  13. 13. Promoted 
 app install ad appears directly 
 in the timeline A tap leads directly 
 to the App or Play Store Mobile App Promotion Music App @MusicApp Feeling the festival pull? Download our app for the best deals on tickets! 67 124 Music App App Store Promoted Install46 ratings Image App Card Video App Card
  14. 14. Raise awareness Acquire new users Engage existing app users Drive in-app conversions Acquisition
  15. 15. Acquisition A full suite of products Creative Image App Card Video app card Targeting Interest, Keyword App categories Tailored audiences Look-a-like audiences Measurement Conversion Tracking Campaign dashboard
  16. 16. • “Burst” campaign for awareness and scale • Targeting • Keywords
 “vacation,” “travel”, “hotel” • Interest
 @handles of airlines, travel inspirations, booking websites Acquisition Hotels.com Hotels.com @hotelsdotcom Download our free hotels app and get access to Secret Prices on selected hotels. Hotels.com - Hotel bookings… Install46 ratings Promoted
  17. 17. Acquisition • “Burst” campaign for awareness and scale • Measurement Campaign name Promoted
  18. 18. App saturation apps installed by the typical smartphone owner 52 apps used by the typical smartphone owner 10
  19. 19. Raise awareness Acquire new users Engage existing app users Drive in-app conversions Retention
  20. 20. Retention • Encouraging sign ups • Tailored Audiences 
 from mobile apps •Engage very specific audience segments •eCommerce app example •‘Open’ CTA
  21. 21. Retention Tailored audience of registered users Current subscribers • Encouraging sign ups • Tailored Audiences 
 from mobile apps • Drive users to your final action
 Dating app example:
 Freemium to subscription
  22. 22. Retention • Encouraging sign ups • Tailored Audiences 
 from mobile apps • Drive users to your final action
 Dating app example:
 Freemium to subscription Tailored audience 
 of app installs Registered users
  23. 23. more likely to make an in app purchase than the average consumer 27% Twitter users are Source — Research Now, Mobile App Research, UK, Feb 2015
  24. 24. Retention • Drive in-app conversions Tailored audience 
 of registered users Current purchasers
  25. 25. Twitter Audience Platform Connect with your audience wherever they are, when it matters most
  26. 26. Twitter Audience Platform Devices 1B+ Extend the reach of your mobile app promotion campaigns
  27. 27. MAP TAP syndicated ad-unit
  28. 28. MAP TAP syndicated ad-unit
  29. 29. MAP TAP syndicated ad-unit
  30. 30. MAP TAP creative options On Twitter Off Twitter
  31. 31. Native Ads • Reach people in apps unobtrusively • Add a layer of contextual relevance to the ad experience by matching the existing look, feel and function of the apps in which they appear • Leverage existing assets • Simply check the “native’ box when launching a new mobile app install campaign • 56% of millennials prefer native ads over any other ad format Source — Qualtrics, 2016 Feed Leaderboard The Barista Bar sponsored Install Download our app and get 20% off your first coffee #baristabar #Ilovecoffee profile feed connect
  32. 32. Video App Install on TAP Extend your Video App Install campaign to thousands of Partner Apps on VAST and Rewarded Video inventory
  33. 33. Thank you Evgeny Kozlov | @ekozlov | kozlov@httpool.ru

Connecting Your App to the World Audience (White Nights Conference St. Petersburg 2017) The official conference website — http://wnconf.com

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