With the new offering, he said, advertisers “can reach over 700 million people” with promoted tweets and videos by running those on apps through the Audience Platform.
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With the relaunch, Twitter is also adding some new creative formats to help ad partners better engage in-app audiences. For example, engagement campaigns on Twitter become interstitial and native ads, while promoted video campaigns are turned into in-app video ads.
The company also added two objectives to the platform: engagements and video views, going along with the current objectives of mobile app installs and re-engagements.
Twitter(TWTR – Get Report) today announced that it is expanding and rebranding its programs for advertising off of Twitter’s platform. It’s being tested by select clients driving mobile app installs and re-engagements. As on Twitter, Promoted Videos on the Twitter Audience Platform can play automatically on a device or an app. To help these formats convert, the company has launched customizable call to action buttons that can be used to help drive specific behaviors from users.
In addition to the promoted tweet and video ad options within the expanded TAP network, Twitter said the program will also eventually include more parameters and features like the ability to track website conversions and clicks.
Twitter won’t reveal what percent of its revenue comes from MoPub and won’t say how much it expects today’s news to grow its revenue. Providing broader reach for advertisers could be a particularly important challenge for Twitter, given its challenges with user growth. “It is similar to what Google (GOOG – Get Report) has done for years (AdSense, DoubleClick) and what Facebook (FB – Get Report) started to do last year”.
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.
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What this means for publishers is that MoPub Marketplace now provides unique access to advertising dollars including exclusive social ad budgets, creatives, and high-quality campaigns from Twitter advertisers. “However, this is clearly an incremental revenue opportunity here, but it’s not likely this will move the needle much in the near term, and will be overshadowed by the ad business on the core Twitter app”.
