Twitter launches new platform for advertisers
Following in the footsteps on Facebook, which recently expanded the its ad platform to include ads outside of Facebook, Twitter has now announced its Audience Platform.
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 now made 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.
This move means 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.
On the Twitter Audience Platform, Promoted Tweets are transformed into immersive ad formats including video, native ads, banners, and interstitials.
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.
