Last year, Twitter launched the Twitter Publisher Network to help advertisers connect with audiences beyond the social network in thousands of mobile apps while using measurement, targeting, and creative tools. Since then, they have continued to test it with customers, listened to their feedback, and gained insights.
They have now announced expansions to the TPN, including a new name to better reflect the evolution of the product: Twitter Audience Platform.
The platform has expanded beyond mobile app installs and re-engagements, by offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform: Tweet engagements and video views. Both are now available in beta to all managed clients globally. Second, they launched new creative formats to help advertisers better engage with their in-app audience.
Drive video views and Tweet engagements
Advertisers can now extend Promoted Video and Tweet engagement campaigns to the Twitter Audience Platform with a single click. Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to campaigns across mobile apps. As on Twitter, promoted videos on the Twitter Audience Platform can play automatically on a device with all video being 100 per cent in-view.
New creative features
The Twitter Audience Platform has transformed Promoted Tweets into immersive ad formats including video, native ads, banners, and interstitials. 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.
Twitter has added creative features to interstitials to help extend content beyond Twitter. Users can now retweet and favorite directly from Twitter Audience Platform ad. They have also added customizable call to action buttons to help drive desired user action.
A June 2015 study that Twitter commissioned from MediaScience showed that consumers — both on and off Twitter users — spent about 123 per cent 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 per cent more positive sentiment towards the brand advertiser.
In July, Macy’s ran a campaign on the Twitter Audience Platform to increase brand awareness. “By extending our ad campaign from Twitter to mobile apps, we were able to drive incremental reach, strong performance, and promotional efficiencies. We achieved an engagement rate of 7.85 per cent, which surpassed industry benchmarks for mobile display campaigns. The Twitter Audience Platform allowed us to easily connect with our audience throughout their day. Expanding the reach of the Promoted Tweet into apps made for a unique ad unit that drove strong engagement with our brand,” said Serena Potter, Group Vice-President, Digital Media Strategy, Macy’s.
Dave Spinato, Global Director of Digital Marketing and Social Media, Harman (JBL) said, “The concept of the Twitter Audience Platform is brilliant: we’re going to be Tweeting anyway, and now there’s this whole new platform we can tap into that lets us optimize and increase engagement with a very valuable segment of our customers and potential customers. For campaigns running on the Twitter Audience Platform, we achieved an engagement rate 15x the industry average, as well as 70 per cent incremental reach. To be getting that increase on top of our great engagement was just amazing for us. We have a great product and strong brand, and the platform helped us connect with the right people, in the right place, at the right time.” JBL used the Twitter Audience Platform to reach its target audience in apps.
The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views. It is also being tested by select clients driving mobile app installs and re-engagements. Over the next few months, they have plans to expand the program to other objectives, including website clicks and conversions.