Creative features have also been added to interstitials to help advertisers extend their best content beyond Twitter. Firstly, Twitter users can now Retweet and favorite directly from their Twitter Audience Platform ad. Customizable call to action buttons have also been added to help users more efficiently drive their desired user action. 

 

Advertiser success

Over the last few months, great feedback was received on how the Twitter Audience Platform has helped advertisers drive mobile app installs and re-engagements, higher engagement rates and incredible reach. Specifically, brand advertisers who ran campaigns across both Twitter and the Twitter Audience Platform were able to double their reach and lower CPEs by as much as 30%. Additionally, a June 2015 study that Twitter commissioned from MediaScience showed that consumers — both on and off Twitter users — spent about 123% more time with Twitter Audience Platform ads compared to traditional mobile interstitial ads. The research also showed that non-Twitter users who saw a Twitter Audience Platform ad expressed about 11% more positive sentiment towards the brand advertiser.

 

Availability

The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views. It is also being tested by select clients driving mobile app installs and re-engagements. Over the next few months, Twitter plans to expand the program to other objectives, including website clicks and conversions.