Twitter launches mobile app promotion service

Twitter's mobile app promotion goes global

After strong beta test results, Twitter has released its mobile app promotion service to advertisers around the globe.

Mobile app promotion is a Twitter service with which advertisers can potentially increase the number of people who see and hence download an app.

On its blog Twitter cites a number of companies backing the service, some of which are in the mobile gaming sector. The Senior Manager of Social Acquisition at EA games, Uyen Uyen Ton Nu said:

"EA has been thrilled to have participated in the beta. We were able to drive a significant number of installs for our suite of casual and core games".

Twitter's engagement struggle

This announcement comes just after the departure of Ali Rowghani, the site's Chief Operational Executive, who resigned from his position over two weeks ago. Reports say he sold his 300,000 shares in the company in May for $9.9m.

Rowghani's resignation has been tied to the problems Twitter has both with retaining its users and continuing to grow.

Last month theEword reported that Twiter missed its target of 400 million users by the end of 2013, reaching around 250 million, and sending the share prices tumbling from $73 to $36.

Share prices have since recovered some ground, and today are close to $41.

Twitter self-confident

Since Rowghani's departure, Twitter has continued with its growth and engagement strategy, which it believes it is succeeding with, saying:

"People turn to Twitter to connect with their interests, and discover new ones. During the mobile app promotion beta, our clients have been able to reach Twitter's highly engaged audience".

Kleon West, business development director at theEword, said: "If what people are saying is true, Twitter suffers from an engagement problem, so their working together with advertisers and business could be the way forward.

"If advertisers can reach the right people, then this could also make Twitter a more engaging platform for its users. But they'll need to back up that reach with quality content."