Facebook recently announced reaching a billion mobile devices with Applinks and Twitter beta trialed Mobile App Promotion Suite for clients such as Groupon, Dunkin Donuts, and Barnes & Noble, among others, generating over 80 million impressions and 500 thousand clicks. 

Facebook has recently introduced deep linking in ads with the link direct to the page in app or the mobile site.
Brands can now actively monitor organic reach of Tweets with Organic Tweet Analytics, Dashboard which could help you choose content, and the best engagement mechanics for your Twitter following. Best engagement strategy recommended by Twitter is to Use Live Events, use Influencer Tweets and mentions as well as rich formats with visuals and descriptive copy.

For Mobile users the time spent on Gaming Apps is 32% compared to Twitter and Facebook which are at 20 %.For App marketers here are some recommendations.

A joint study by the ANA (Association of National Advertisers) and MediaVest revealed that while 96% of marketers currently use or are planning to incorporate mobile marketing into their marketing mix — less than half report an ability to prove ROI.
The increasing trend of advertising with push messaging needs to prove its effective use within the app.

For Marketers relying on app revenue, there are three key ways to monetize the app.

Free app monetization
You may offer a free app and are looking for an in-app monetization, which could be in the form of an indirect relationship with the brand or in-app purchase or in-app advertising.
Direct sales
You may be offering an app for sale whereby the push notifications become part of the selling point of the app itself.
Ecommerce
You may not be selling in-app purchases, but you are leading the consumer down the path of purchase.

 Facebook’s Mobile App Ads analysis shared by Fiksu in an Infographic.