Twitter has been tailing behind Facebook in the ad industry. However, the growing mobile phone use in Indonesia, which makes up a significant portion of the South East Asia community, could be the key to driving ad revenue for the social media platform, asserts Ronan Mense, Asia vice president of AppsFlyer. “Twitter has always been harder to read in Southeast Asia due to the varying rates of mobile adoption in each country. It understandably has a higher penetration rate in Indonesia, which is a mobile first nation,” Mense told Campaign Asia-Pacific.
According to a performance index that was released by the mobile attribution firm this year April, Twitter came second and fourth on the iOS and Android platforms respectively in the non-gaming category for Southeast Asia. Facebook came in first place in the gaming and non-gaming categories in all platforms across the globe. The index was deduced from total installs and retention scores of the platforms studied.
“Our study reveals that Twitter has high retention ratings, which is a great sign for its ad targeting. It accurately shows ads that interest users, generating high quality users and consumers for its clients,” said Mense. “It is also able to integrate ads seamlessly into the app interface without turning users off.”
On the other hand, Vungle an in-app mobile advertising platform came in third place for both android and iOS gaming categories. Mense said Vungle’s strong positioning is a sign that video has become an essential part of the native advertising ecosystem. “Video ads offer greater retention rates, at 34 percent higher than non-video ads,” he said and added, “As a result; video ads deliver loyal users who are far less susceptible to being surprised by the content delivered. Most video ads are like movie a trailer, which inadvertently filter out uninterested users and further attracts interested ones.”