Twitter Audience Platform should be more appealing as advertisers will be able to transform tweet engagement campaigns into native ads in other apps.
Advertisement
Created as a result of Twitter’s acquisition of MoPub in September 2013 for $350 million, the now former Twitter Publisher Network (TPN) let advertisers push Promoted Tweets to apps that are a part of this network.
The Twitter Audience Platform, as the network has been renamed, now encompasses tweet engagements and video views.
Advertisers aren’t able to select which apps their ads run in, but Twitter promises clients that it takes a rigorous approach to brand safety that includes reviewing every app, as well as removing dating, social networking and “high maturity” apps. “A June 2015 study that we commissioned from MediaScience showed that consumers-both on and off Twitter users-spent about 123 percent more time with Twitter Audience Platform ads compared to traditional mobile interstitial ads”. Providing a broader reach for advertisers should work to Twitters advantage having been the subject of criticism for failing to trigger growth in its user base. 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. That is in addition to its existing ability to drive mobile app installs and re-engagements.
With the extended reach of the Audience Platform, for instance, advertisers doubled their reach and lowered their cost per engagement by as much as 30%, according to Twitter. Promoted video campaigns can be turned into in-app video ads. In an interview with Adweek, Sony’s EVP of Digital Marketing Elias Plishner said his company gained a three-fold lift in earned media from the Twitter video campaign, which also included sending custom video responses to users who tweeted with the hashtag #UnlockGoosebumps to “unlock” the official trailer.
With the relaunch, Twitter is also adding some new creative formats to help ad partners better engage in-app audiences. “We saw a 365% increase in video views on the Twitter Audience Platform and [cost per views] saw an 84% decrease”.
Advertisement
Twitter also announced plans for the program to expand to target website clicks and conversions “over the next few months” – another big improvement for advertisers. A year later, Twitter expanded TPN through the $100 million acquisition of TapCommerce which added mobile retargeting and re-engagement advertising to the mix.
