Mobile App Promotions allow companies to create tweets that can be used to install mobile apps. When clicked, the app installs and when it has completed the install, the window pop ups to launch the app. If the app is already on your device, you will be prompted to open the app.
The ads can be targeted with keywords, interests, TV targeting, gender, location, language and mobile device. Plus the ads come with conversion tracking.
For users, it’s a quick way to install an app that catches their interest in their timeline without too much friction. For advertisers, this seems to be a great way to get impulse installs. This is part of Twitter’s larger ad play that includes its MoPub native ad platform.