Twitter @ oi15

AGENDA
Driving user growth and app engagement
App conversations on Twitter
The Twitter Audience
The 3 Pillars of App Success on Twitter

TWITTER’S ECOSYSTEM
Evolving to address mobile app marketing challenges

W I T H T W I T T E R
D R I V I N G U S E R G R O W T H
A N D A P P E N G A G E M E N T

This app just secured homepage
real estate on my phone.
taptalk.me
ashton kutcher 
@aplusk
136 RETWEETS 354 FAVORITES

Trivia Crack is love, Trivia Crack is
life.
Khatarina 
@Khat_Morgs

You can basically split my life into
two eras: Before Trivia Crack and
After Trivia Crack.
The Book of Mormon 
@BookofMormon

when we watch Pete Wentz play
Trivia Crack in the toilet.
6 11
Pete Wentz @petewentz

i only really feel comfortable
socially when i am playing trivia
crack. pls dont judge me.
1,604 5,003
Ryan Brown @brownday

What a game. #MarchMadness
#MichiganvKentucky
205
Barack Obama @BarackObama

Baracketology: President Obama
knows his hoops. ofa.bo/fKW
#MarchMadness
1,422 1,893
205

205
Barack Obama @BarackObama

Baracketology: President Obama
knows his hoops. ofa.bo/fKW
#MarchMadness
205
Trivia Crack @triviacrack

@petewentz We don't judge. We
only really feel comfortable socially
when we watch Pete Wentz play
Trivia Crack in the toilet.
6 11
205 205
Pete Wentz @petewentz

i only really feel comfortable
socially when i am playing trivia
crack. pls dont judge me.
1,604 5,003

Even MP’s are playing it. Candy
Crush is back with NEW candies
and combinations! Tap to Play!
Candy Crush Soda 
@CandyCrushSoda
Promoted by Candy Crush Soda
Promoted by Candy Crush Soda

HOW CAN A USER FIND YOUR APP?A CROWDED FIELD
3MM OTHER APPS

TWITTER IS A
UNIQUE PLATFORM
FOR APP GROWTH

IF IT HAPPENS IN THE WORLD,
IT HAPPENS ON TWITTER

APP CONVERSATIONS ARE HAPPENING ON TWITTER

TOP 20 APPS - 30 DAYS 4 4 M T W E E T S
Source | Crimson Hexagon, Jan 2015

0
5000
10000
15000
20000
0
750
1500
2250
3000
MENTIONS DOWNLOADS
CONVERSATION CORRELATES TO INSTALLS
Source | ThreeGame, Twitter internal data and App Annie, 2014

Liam Neeson is channeling exactly
how I am when I play
@ClashofClans #SuperBowl
Danny Sullivan 
@dannysullivan

#SB49 BROADCAST WINDOW
CLASH OF CLANS AD AIRS
THERE WERE 240K TWEETS
AND 26M IMPRESSIONS
ABOUT CLASH OF CLANS
ON THE DAY OF THE
SUPER BOWL
Source | Twitter Internal Data

C O N F I D E N T I A L
80%OF TWITTER USERS ARE
ON MOBILE
Source | Twitter Internal

BOOKS
CHAT/
MESSAGING
GAMES
MUSIC
SOCIAL
NETWORK
PHOTO
58%HAVE INSTALLED AN
APP IN THE  
Source | Global Web Index

ORGANIC GROWTH
1
PAID APP ENGAGEMENT
3
PAID ACQUISITION
2

ANALYTICS
Campaigns
TWITTER CARDS SHARING

Download on the App StoreDownload on the App Store
Download on the App StoreDownload on the App Store
Hotel Tonight
@HotelTonight
STOP searching for hotel DEALS!
Book the perfect place in 10 seconds
with Hotel Tonight: hoteltonight.com
APP CARD
PlayStation
@PlayStation
Got your PS4? Share a game screen
on Twitter, mark it #GreatnessAwaits
and join history: bit.ly/1aYao31
pic.twitter.com/I7lu7cmAlX
Engadget
@Engadget
Major League Gaming launches
MLG.TV online network to stream e-
sports in high definition engt.co/
19A2FBN
Free People
@FreePeople
...it's all in the details. And we love
the intricacies of this top! freep.pl/
nccr1
NASA
@NASA
To view NASA's image gallery of
astronaut Neil Armstrong, visit:
go.nasa.gov/RkUPa4
LG USA Mobile
@LGUSAMobile
The new LG G2: The smartphone
with desktop DNA. Be at the top of
the list to get yours first:
cards.twitter.com/cards/37e6z …
Tide
@Tide
We get out blood stains, too.
#TidePower #SharkWeek vine.co/v/
hbixjdvluji
Electronic Arts
@EA
Official Trailer @EASPORTSNHL '14
youtube.com/watch?feature=...
Mashable
@mashable
Why @Amazon Prime Is Better Than
@Netflix on.mash.to/1f3Z2Nr via
@deathandtaxes
Hotel Tonight
@HotelTonight
PlayStation
@PlayStation
Engadget
@Engadget
19A2FBN
Free People
@FreePeople
nccr1
NASA
@NASA
go.nasa.gov/RkUPa4
LG USA Mobile
@LGUSAMobile
Tide
@Tide
hbixjdvluji
Electronic Arts
@EA
Mashable
@mashable
@deathandtaxes
Hotel Tonight
@HotelTonight
PlayStation
@PlayStation
Engadget
@Engadget
19A2FBN
Free Peop
@FreePeopl
...it's all in the det
the intricacies of t
nccr1
NASA
@NASA
To view NASA's im
astronaut Neil Arm
go.nasa.gov/RkU
LG USA Mobile
@LGUSAMobile
Tide
@Tide
hbixjdvluji
Hotel Tonight
@HotelTonight
PlayStation
@PlayStation
Engadget
@Engadget
19A2FBN
Free People
@FreePeople
nccr1
NASA
@NASA
go.nasa.gov/RkUPa4
LG USA Mobile
@LGUSAMobile
Tide
@Tide
hbixjdvluji
Electronic Arts
@EA
Mashable
@mashable
@deathandtaxes
Hotel Tonight
@HotelTonight
PlayStation
@PlayStation
Engadget
@Engadget
19A2FBN
Free People
@FreePeople
nccr1
NASA
@NASA
go.nasa.gov/RkUPa4
Tide
@Tide
hbixjdvluji
Mashable
@mashable
@deathandtaxes
APP-ENABLED ORGANIC CARDS
Wine by the bay! [pic] —
path.com/p/3yXtUw
Eric Price 
@ericprice91
92 RETWEETS 178
Get the Path App
Download on the App Store
PRODUCT CARD LARGE IMAGE
PLAYER CARDSUMMARY CARDPHOTO CARD
Download on the App Store

PROVIDING SOLUTIONS ACROSS THE MOBILE ECOSYSTEMMARKETER
DEVELOPER
TPN
Ads

A PLATFORM FOR DEVELOPERS
DISTRIBUTION:
TWITTER KIT
REVENUE:
MOPUB KIT
STABILITY:
CRASHYLITICS
FABRIC
ANALYTICS:
ANSWERS

YPlan - New York,
San Francisco +…
YPlan Tonight
(12)
GET
Details RelatedReviews
+
Hey, @YPlan has tickets to The
Commitments at Palace Theatre. You in?
yplanapp.com/event/g/33961/…
Sarah Deana
@sarahdeana12
YPlan
Now playing at the Palace Theatre for over 18
months, this multimillion pound production is still
packing houses. It’s no wonder why. It tells the tale
of band manager Jimmy Rabbit and a group of…
Get the YPlan - New York, San …
The New Yorker @New Yorker

From 1935 to 1944, cartoon greats like
James Thurber and Peter Arno ﬁlled
our pages with insight and wit: nyr.kr/
1LblOxn #TNY90
Sarah Deana @sarahdeana12

Hey, @YPlan has tickets to The
commitments at Palace Theatre. You
in? yplanapp.com/event/g/33961/…
Kobe Bryant @kobebryant

#RIP to one of the greatest teachers our
beautiful game of basketball has ever
seen #DeanSmith
9.4K 12K
1
Eric sees a
Tweet from his
friend Sarah in
his timeline
and clicks on it
Twitter Card content
enables users to easily
discover and install apps

Hey, @YPlan has tickets to
Hard Knock Laughs at
Stand Up. You in?
Eric uses Twitter to
sign into the app
and finds an event

Hey, @YPlan has tickets to Hard Knock
Laughs at Stand Up. You in?
yplanapp.com/event/g3396/hard-knock
Eric Price

@ericprice91
Standup has a pretty simple setup: a guy/girl and a
mic, but that doesn’t mean it’s easy. And sure,
blockbusters have been known to roll through this
Upper West Side comedy club, but we prefer…
Open in YPlan - New York, San …
YPlan
Jimmy Fallon @jimmyfallon

Can’t believe we found this footage.
@TaylorSwift13 and I dancing on the
Jumbotron at NY sports games
youtube.com/watch?v=unkRB…
#FallonTonight
Eric Price @ericprice91

Hey, @YPlan has tickets to Hard Knock
Laughs at Stand Up. You in?
yplanapp.com/event/g3396/hard-knoc
Slate @Slate

New on Slate Plus: Which love songs
make the @SlateCultFest swoon?
slate.me/1G3bE0J
3 1
2
where his followers see his
Tweet in their timelines and
also open or install the app
Eric shares it to Twitter

INTEGRATION DRIVES SUCCESS
ORGANIC INSTALLS
150K22M #1
U.S. APP STORE SHARES PER WEEK
Source | Ruzzle, 2014

USERS DISCOVER APPS ON TWITTER
DOWNLOAD AN APP THEY SAW ON TWITTER
30%
ARE FIRST AMONG THEIR FRIENDS
TO DISCOVER NEW APPS
26%
TRUST TWITTER TO RECOMMEND APPS
25%
SEE TWITTER AS A GREAT PLACE
TO FIND OUT ABOUT NEW APPS
24%
Source | Research Now, Mobile App Research, UK, Feb 2015

PAID APP ENGAGEMENT
3
ORGANIC GROWTH
1
PAID ACQUISITION
2

AWARENESS AND ACQUISITION
RAISE
AWARENESS
ACQUIRE NEW 
APP USERS
ENGAGE EXISTING
APP USERS
DRIVE IN-APP
CONVERSIONS

USERS RECALL APP CARDS
78%
THIS NUMBER INCREASES AMONG
USERS UNDER THE AGE OF 25
54%
USERS RECALL SEEING A MOBILE APP
CARD ON TWITTER

MEASUREMENTTARGETINGCREATIVE
CONVERSION TRACKINGINTEREST, KEYWORD
TAILORED AUDIENCES
IMAGE APP CARD
LOOK-A-LIKE AUDIENCES
CAMPAIGN DASHBOARD
A FULL SUITE OF PRODUCTS

THE AVERAGE TWITTER
USER HAS 25% MORE APPS
ON THEIR DEVICE
THAN THE AVERAGE SMARTPHONE OWNER

Deliver your message directly in users’ Home
timelines
Image
App Card
Basic
App Card
Home
erinlmcmahon @erinlmcmahon

Wedding planning action shot #twoscreens
cc @mcmahon_liz
Lovoo @Lovoo

12 million users! join now to ﬁnd new people
in your city! download now!
Home
erinlmcmahon @erinlmcmahon

Wedding planning action shot #twoscreens
cc @mcmahon_liz
katja nelson
The Test
FREE on Google Play
The Test @the_test

If you met your clone how would you two get
on ?! take the test now!
Lovoo App
4.5/5.0 stars - 145 ratings
Install
Install
Beautiful,
customisable,
and effective
ad format

#TopEleven2015 has gone global.
Top Eleven 
@topeleven
#TopEleven2015 Official Video
Top Eleven
Promoted by Top Eleven
Source | Twitter Internal Data
@topeleven
4:1
EARNED TO PAID
RATIO
NATIVE MOBILE
VIDEO DRIVES A
LARGE EARNED
AUDIENCE

Followers Look-a-likes Interests Keywords Search
TV Tailored
audiences
Overlay with
MobileGenderLocation Language
Targeting - range of context signals

Clicks
Installs
In-app purchases and
sign-ups
Interest
Look-a-like
Followers
TV targeting
Search
Keyword
What can you track ?
Device ID’s

The Test @the_test

“If you met your clone, how would you
two get on?” Take THE TEST now!
The Test: Fun for Friends!
4.0/5.0 stars - 26,080 ratings
Promoted by The Test
Install
“BURST” CAMPAIGN FOR
AWARENESS AND SCALE
The Washington Post @washingtonpost

Some of Chris Christie’s prominent
home-state donors are shifting allegiance
to Jeb Bush wapo.st/1vkyRun
WIRED @WIRED

Our favorite mechanical keyboard drops
TARGETING
Keywords 
“friend,” “besties”,
“girlfriend”
Interest
@handles of DJs,
movies, gaming

The Test @the_test

Install

WIRED @WIRED

CREATIVE
AWARENESS AND SCALE
Format 
Image App Card
Image 
Colorful and fun
Text 
Asking crazy, provocative
questions

Campaign
MEASUREMENT
The Test @the_test

4.0/5.0 stars - 26,080 ratings Install
AWARENESS AND SCALE

WIRED @WIRED


The Test @the_test

4.0/5.0 stars - 26,080 ratings Install
“We were highly impressed by the volume we
were able to achieve without much lead time”
-CEO, Lotum
TOP 10in app stores (UK, US)
50% of installs came from Twitter
AWARENESS AND SCALE

WIRED @WIRED


Fiksu
Grab KochavaTUNE
adjust AppsFlyer Adways Apsalar
Cyberz Septini
MOBILE MEASUREMENT PARTNERS

RetainedUsersPerMonth
10%
20%
30%
40%
Month 1 Month 2
15%
40%
ONLY 15% OF USERS STILL USE AN APP
AFTER 2 MONTHS
Source | Flurry

SOURCE | LIfehacker
52apps installed by the
typical smartphone owner
10apps used by the typical
smartphone owner
APP SATURATION

APP ENGAGEMENT AND IN APP CONVERSION
RAISE
AWARENESS
ACQUIRE NEW 
APP USERS
ENGAGE EXISTING
APP USERS
DRIVE IN-APP
CONVERSIONS

TAILORED AUDIENCES FROM MOBILE APPS
Engage very specific audience segments
eCommerce app example
App installs
Sign ups
Users who saw  
app page for
these shoes
Drive users to your final action
Dating app example: Freemium to subscription
Tailored audience of
registered users
Current
subscribers

ENCOURAGING
SIGN UPS
Tailored Audiences from mobile apps 
Drive users to sign up
registered users
Tailored audience of app
installs
Registered
users
YPlan @YPlan

YPlan has NYC’s Most Unique Events.
See this Week’s Curated List.
YPlan
Open

RE-ENGAGE
LAPSED USERS CSR Classics @CSRClassics

Need a break? Race Classic cars on your
device now!
CSR Classics
4.4/5.0 stars - 508,324 ratings
Open
Tailored Audiences from mobile apps 
Drive users to sign up
registered users
Entire Twitter Campaign
Audience
Lapsed
Users

RAISE
AWARENESS
ACQUIRE NEW 
APP USERS
ENGAGE EXISTING
APP USERS
DRIVE IN-APP
CONVERSIONS

TWITTER USERS ARE 27%
MORE LIKELY TO MAKE AN
IN APP PURCHASE
THAN THE AVERAGE CONSUMER

AND HIGHER PURCHASING POWER
PAID FOR APPS ON THEIR PHONE
AV. SMARTPHONE
OWNER
AV. TWITTER
USER
TVxTWITTER
USER
31%
36%
44%
WILLING TO PAY FOR IN-APP
PURCHASES
22%
27%
31%
TVxTWITTER
USER
AV. SMARTPHONE
OWNER
AV. TWITTER
USER

SPENT ON APPS AND ON IN-APP
PURCHASES IN THE LAST 30 DAYS
$69M

Tailored audiences generated
24% stronger ARPU compared to
other channels.
”
“

TAKEAWAYS
58% of Twitter users have downloaded an app in the last 3
months.
Sharing from apps drives organic growth
Use Twitter Ads to drive awareness and performance-based
acquisition
Continue to engage users and drive the final action you desire

PLACEHOLDER:
VIDEO TESTIMONIALS!

Twitter @ oi15

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