A June 2015 study that Twitter commissioned from MediaScience showed that consumers — both on and off Twitter — 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 (TAP), launched last year as Twitter Publisher Network to help advertisers connect with audiences beyond Twitter on thousands of mobile apps, has got significant expansions including a new name.
According to Twitter, TAP is a simple and effective way for advertisers to reach over 700 million people on and off of Twitter. To start with Twitter is expanding 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 for the first time in beta to all managed clients globally.”
Many of the traditional targeting features will still be offered with these ads, but now advertisers will be able to extend their reach to find new customers.
New creative options
Twitter is also introducing new creative formats to help advertisers better engage with their in-app audience. “On the Twitter Audience Platform, we transform your Promoted Tweets into one of our immersive ad formats including video, native ads, banners, and interstitials.”
For instance: Tweet engagement campaigns on Twitter become interstitial and app install or re-engagement campaigns become interstitial or banner ads. Native ads and promoted video campaigns are turned into in-app video ads.
“We’ve also added creative features to interstitials to help you extend your best content beyond Twitter. First, Twitter users can now Retweet and favorite directly from your Twitter Audience Platform ad. We’ve also added customizable call to action buttons to help you more efficiently drive your desired user action.”
Twitter has also launched ways to 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. Many 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 play automatically on a device with all video being 100% in-view.
The new updates around videos by Twitter adds to its existing features in the video space by way of product feature announcements or acquisitions.
Speaking at the VidCon recently, Baljeet Singh, Twitter’s head of TV and video, had emphasized that in the last six months Twitter’s focus on videos has become aggressive. “We’ve just seen this massive transformation,” Baljeet said, “to the point that it’s less and less common that you ask someone about video on Twitter and they say, ‘Oh, you mean Vine.’”
Twitter is hoping to reach to a broader group of advertisers beyond just app install ads with TAP. The new units are attracting support from brands as it has helped 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%.”
Brands that are testing out the new formats with positive results include Macy’s, JBL and Samsung Mobile in the UK. “We were excited to help @SamsungMobileUK be the first UK advertiser to extend their Promoted Video onto the Twitter Audience Platform and reach their key target audience in apps throughout the day.”
Twitter is reaching out to advertisers in a better way to keep the faith on its platform but looks like the company has a rugged road ahead. On Thursday, for the first time, shares of the embattled social media company dropped below $26—the pricing set during the company’s November 2013 initial public offering. The stock recovered slightly to close at exactly $26—a nearly six percent drop—leaving those first investors at break-even.