In 2011, Twitter launched the Twitter Publisher Network to help advertisers unite with audiences beyond Twitter in lots and lots of mobile apps while using powerful measurement, targeting, and creative tools. Now Twitter is excited to announce significant expansions to the TPN, like a new name to scientifically reflect the evolution of the product: Twitter Audience Platform - a quick and efficient way for advertisers to reach over 700 million people on and off of Twitter.
Twitter is expanding its reach beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives having the Twitter Audience Platform:Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally. They are also launching new creative formats to help advertisers better engage with their in-app audience.
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Drive video views and Tweet engagements
You can now easily extend your Promoted Video and Tweet engagement campaigns to the Twitter Audience Platform with a single click. Lots of the targeting signals used on Twitter such as interest, username, and keyword can be applied to your campaigns across mobile apps. As on Twitter, Promoted Videos on the Twitter Audience Platform can start to play automatically on a device with all video being 100% in-view.
New creative features
On the Twitter Audience Platform, Promoted Tweets are translated into one of the 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.
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They have also added creative features to interstitials to help you extend your best content beyond Twitter. Twitter users can now Retweet and favorite directly from the Twitter Audience Platform ad. Also added are, customizable call to action buttons to help drive your desired user action.
Advertiser success
Brand advertisers who ran campaigns across both Twitter and the Twitter Audience Platform could double their reach and lower CPEs by as much as 30%. 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 in comparison with traditional mobile interstitial ads. 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.
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The Twitter Audience Platform has become available globally to all managed clients driving Tweet engagements and video views. Furthermore it is being tested by select clients driving mobile app installs and re-engagements.
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