Twitter has acquired several start ups in the advertising solutions space with the notable being AdGrok, Trendrr, MoPub in the past 3 years. In order to bolster & further embellish its offering Twitter has acquired NaMo media which will develop advertising solutions for app developers to generate more Clicks and thus more revenue for all stake holders comprising the marketers, ad publishers and users. NaMo will be merged with MoPub that the microblogging site acquired last September for over $ 350 Million
Twitter hasn’t yet announced the terms of the acquisition. Important details such as Price have not yet been revealed.
By letting developers add native advertising to their mobile applications the acquisitions is expected to boost the sagging new user growth of Twitter
NaMo media announced that “through our conversations with the MoPub team at Twitter, that we realized we’d be able to create better solutions together, so we’re making it official by joining the flock!. Combining our technology with MoPub will offer our current and future customers a more powerful platform to generate revenue, all while preserving an amazing user experience.”
Twitter in a public statement said “We believe strongly that all app developers large and small should be able to monetize their applications without sacrificing the user experience. In our conversations with the Namo Media team, it became clear we share a vision for how native advertising can improve the state of mobile app monetization for marketers, app publishers, and users.”
Twitter wants to offer more “Native” advertisements, rather than traditional forms of advertising. You may have seen promoted Tweets appearing in your Timeline; They are an example of Native Advertising. These are much less intrusive than traditional forms of advertising, which include banner ads, popup ads, etc.
Also, NaMo specializes in Mobile Ads, as Mobile is a segment that constitutes a considerable part of Twitter’s Traffic (78%).
With mobile being the buzzword, it is interesting to note the animated interest shown by both Facebook and Twitter to monetize revenues in the mobile space!