Twitter to offer off-platform promoted tweets

Twitter is releasing what it calls “significant expansions” to its Publisher Network. That is in addition to its existing ability to drive mobile app installs and re-engagements.

The Platform in its new incarnation is now available to all managed clients driving tweet engagements and video views.

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.

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.

The company’s also renaming its network the “Twitter Audience Platform” as it launches the promoted video and promoted tweets, a year after it started allowing advertisers to push mobile app install ads and re-engagement ads out to the “Twitter Publisher Network”. 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.

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.

Oh, and one other thing, users can also favorite and retweet these ads – if they’re interesting, maybe they’ll share them.

Twitter’s new advertising offer is christened as Twitter Audience Platform (TAP); it was formerly known as Twitter Publisher Network. Additionally, a June 2015 study that we 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.

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”.