Twitter Announces Twitter Audience Platform

The new platform will expand Twitter‘s marketing profile beyond mobile app installs and re-engagements with tweet engagements and video views.

Over the last few months, we’ve heard great feedback about how the Twitter Audience Platform has helped our advertisers drive mobile app installs and re-engagements, higher engagement rates and incredible reach.

Promoted Tweets will become a much more immersive experience on Twitter and on the Audience Network.

Serena Potter, group vice-president of digital media strategy at Macy’s, said: “By extending our ad campaign from Twitter to mobile apps, we were able to drive incremental reach, strong performance, and promotional efficiencies”. “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”.

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. 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. But with TAP, Randive claims marketers will be able to reach more than double that number, around 700 million people. The research also showed that non-Twitter users who saw a Twitter Audience Platform ad expressed about 11% more positive sentiment towards the brand advertiser.

The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views.

Numerous targeting signals used for ads on the social service – such as interest, username and keyword – also can be applied to campaigns across third-party mobile apps, Eric Farkas, Twitter product marketing manager for revenue, wrote in a blog post. Existing creative assets can now be taken from Twitter and transformed into one of four ad formats: video, native ads, banners, and interstitials.

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.