Twitter Announces Twitter Audience Platform — Expanding Ad Capabilities Outside of Site

Twitter announced a major innovation in its ad tech platform: Twitter Audience Platform, which (similar to Facebook's Audience Network) allows advertisers to serve ads to users on or off the site.

Twitter announced a major innovation in its ad tech platform: Twitter Audience Platform, which (similar to Facebook’s Audience Network) allows advertisers to serve ads to users on or off the site.

Last year, the company launched the Twitter Publisher Network, allowing advertisers to connect with people outside of Twitter via thousands of mobile apps, utilizing Twitter’s data and creative tools. Twitter has continued testing this with customers, and Thursday announced that the platform has been strengthened and rebranded as Twitter Audience Platform.

Through the Audience Platform, advertisers can:

  • 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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The company also added two objectives to the platform: engagements and video views, going along with the current objectives of mobile app installs and re-engagements. The new objectives are available in beta to all managed clients. Twitter is also launching new creative formats to help advertisers engage with their in-app audience.

Eric Farkas, product marketing manager of revenue at Twitter, blogged about the expansion:

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. Specifically, we saw that brand advertisers who ran campaigns across both Twitter and the Twitter Audience Platform can 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 compared to 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.

Twitter Audience Platform is available now to all managed clients driving tweet engagements and video views. Twitter plans to expand the program to other objectives, such as website clicks and conversion.

Twitter’s MoPub explained in a blog post what this means for publishers:

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. This addition to MoPub Marketplace is a critical part of our mission to offer publishers the single best platform for mobile monetization. It reinforces our goal to create the most premium, competitive, and liquid exchange for mobile ads by connecting publishers to high value advertising sources.

Readers: What do you think of Twitter’s Audience Platform?