"Drive App Installs and Re-engagement. App users are your most valuable customers. When you create deep links with Bitly Brand Tools, app users who click on your Bitlinks will be taken to the right location in your app, invited to install your app or taken to the mobile web experience."
https://bitly.com/pages/landing/get-started-with-deep-links
"As mobile apps become a larger part of our online browsing experience, links that redirect to the front page of an app instead of a specific internal page—say, that article you really wanted to read on Flipboard—are a huge frustration to users."
http://readwrite.com/2015/03/17/bitly-deep-linking
Kellie @ AFP :
"I wonder if they will be monetizing those deep links with VigLink (when able) even though they are charging publishers for it."