Singapore – Last year, Twitter launched the Twitter Publisher Network to help advertisers connect with audiences beyond the platform in thousands of mobile apps while using Twitter’s powerful measurement, targeting, and creative tools. Since then, Twitter has continued to test it with customers, listened to their feedback, and gained valuable insights. They have announced significant expansions to the TPN, including a new name to better reflect the evolution of the product: Twitter Audience Platform – a simple and effective way for advertisers to reach over 700 million people on and off of Twitter.
Firstly, Twitter is expanding beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform: Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally. Secondly, Twitter is launching new creative formats to help advertisers better engage with their in-app audience.
Drive video views and Tweet engagements
Advertisers can now easily extend their Promoted Video and Tweet engagement campaigns to the Twitter Audience Platform with a single click. Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to their campaigns across mobile apps. As on Twitter, Promoted Videos on the Twitter Audience Platform can play automatically on a device with all video being 100% in-view.
New creative features
On the Twitter Audience Platform, Promoted Tweets are transformed into immersive ad formats including video, native ads, banners, and interstitials. For example:
â— Tweet engagement campaigns on Twitter become interstitial and native ads
â— Promoted Video campaigns are turned into in-app video ads
â— App install or re-engagement campaigns become interstitial or banner ads
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.
