Twitter Opens Mobile Ads to All Advertisers
Last year, Twitter launched the Twitter Publisher Network to help advertisers connect with audiences both on Twitter and in thousands of mobile apps outside of Twitter.
Now, Twitter has announced new features and renamed their service to broaden the appeal to an even wider base of advertisers.
The mobile advertising service is now called Twitter Audience Platform, and it reaches over 700 million people globally.
The Twitter Publisher Network was launched so advertisers could run ads not only on the Twitter website and app, but also with the publishers working with Mopub, the ad platform that Twitter had acquired.
(see: A new way to promote Mobile Apps on Twitter)
The first big change that Twitter Audience Platform brings is that it has expanded beyond simply pushing app installs. Now advertisers can also drive two additional objectives: Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally.
The second major change is the addition of new creative formats to help advertisers better engage with their in-app audience.
According to Twitter: “On the Twitter Audience Platform, we transform your Promoted Tweets into one of our immersive ad formats including video, native ads, banners, and interstitials.”
For example:
- Tweet engagement campaigns on Twitter become interstitial and native ads
- Promoted Video campaigns are turned into in-app video ads
- App install or re-engagement campaigns become interstitial or banner ads
The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views. To get started, reach out to your Twitter account team. To create a Twitter Ads account, visit ads.twitter.com/getstarted.
