Twitter is making it easier for advertisers to manage campaigns from within the app via the Twitter Ads companion tool.
The tool lets advertisers check campaign performance, optimise budget and schedule and respond to notifications and is available globally on iOS and Android devices.
However, the ad does not allow for campaigns to be created from scratch. That still has to be done on a desktop or laptop.
Facebook on the other hand has a separate app for managing ads which also lets users create new campaigns along with tracking the performance of existing ones.
Twitter has good reasons for wanting to attract advertisers. Although its Q1 revenue was up 74 per cent, year-on-year, to $435.9 million, in Q1 it was below the firm’s own estimates, while a $162 million loss was 23 per cent greater than in Q1 2014.
The social media giant is not only looking for ways to better monetise a user base which is not rapidly growing but is also targeting mobile – its mobile advertising was 89 per cent of its total ad revenue in Q1.
What’s more its CEO Dick Costolo recently stepped down after five years at the helm. He had pinned some of the blame for the revenue shortfall on “lower-than-expected contribution from some of our newer direct response products”, which are advertisements that resemble tweets and enable users to click on them and take an action.