Twitter introduced Tweet Replies, new ad placement for mobile application advertisers. Ads using this placement will appear after the first reply under tweets on Android and iOS.

In a Twitter Business tweet, Twitter said it has been testing ads in its replies section since October 2021, observing boosts in impressions and attributed app installs, along with lower costs per install.

The social network added that businesses running campaigns on other objectives such as reach, video views and engagements will also be able to have a similar tool as Twitter is exploring adding this new ad placement to other campaign objectives.