Twitter is falling behind Facebook in attracting advertisers, yet the booming mobile growth in Indonesia, the most populous nation in Southeast Asia, could be the key to drive its growth in the region, said 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.
"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."
Meanwhile, Vungle, the in-app mobile advertising platform, was ranked at third place for both iOS and Android in the gaming category. 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. "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 trailers, which inadvertently filter out uninterested users and further attracts interested ones."
Nevertheless, Mense cautioned that the rewarded ad formats popular in gaming may lead to mixed results for advertisers.
"Rewarding potential users for learning more about your app via an opt-in mechanism is a win-win situation. However, rewarded ads can also lure users into behaviour that looks like engagement, rewarding users primarily for installs," said Mense.
Citing the cost-per-install campaigns as an example, Mense explained that users are likely to just install the app and delete it later, leading to poor retention rates and monetisation challenges for advertisers.