Twitter Audience Platform Promotes Engagement

Expanding the reach of its mobile ad partners, Twitter debuted a new version of its Publisher Network on Thursday.

The Twitter Audience Platform, as the network has been renamed, now encompasses tweet engagements and video views. That is in addition to its existing ability to drive mobile app installs and re-engagements. As on Twitter, promoted videos on the Twitter Audience Platform can play automatically on a device with all video being 100% in-view.

“Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to your campaigns across mobile apps,” Eric Farkas, product marketing manager for revenue at Twitter, explains in a new blog post.

With the relaunch, Twitter is also adding some new creative formats to help ad partners better engage in-app audiences.  As such, tweet engagement campaigns can now take the shape of interstitial and native ads; promoted video campaigns can become in-app video ads; and app install or re-engagement campaigns can become interstitial or banner ads.

“We’ve also added creative features to interstitials to help you extend your best content beyond Twitter,” according to Farkas. For example, Twitter users can now retweet and favorite directly from Twitter Audience Platform ads.

Farkas and his team have also added customized call-to-action buttons to help brands better drive desired user actions.

On and off Twitter, the social giant’s Audience Platform now has a potential reach of 700 million consumers, according to internal estimates.

Since its launch, last year, Twitter said its off-site ad network has proven to be a success. A recent study that MediaScience conducted on Twitter’s behalf 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.

Whatever its name, Twitter’s mobile ad network would not have been possible without buying mobile ad exchange MoPub, in 2013, for $350 million; and mobile ad retargeting startup TapCommerce last year for a reported $100 million.

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