Twitter announced on Thursday that it is changing the name of the Twitter Publisher Network to the Twitter Audience Platform. It was launched last year to help advertisers reach users outside of Twitter on thousands of mobile apps while utilizing Twitter's measurement, targeting, and creative tools.
In addition to the new name, it's getting some new features, including new marketing objectives and creative formats. New objectives include tweet engagements and video views, which join mobile app installs and re-engagements, which were already available. The new ones are in beta.
"You can now easily extend your Promoted Video and Tweet engagement campaigns to the Twitter Audience Platform with a single click," says product marketing manager Eric Farkas. "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."
"On the Twitter Audience Platform, we transform your Promoted Tweets into one of our immersive ad formats including video, native ads, banners, and interstitials," says Farkas. "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. 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."
According to Twitter, the Twitter Audience Platform has already been getting great feedback from advertisers for the mobile app installs and re-engagement objectives. It says it saw brand advertisers who ran campaigns across Twitter and the Twitter Audience Platform were able to double reach and lower CPEs by as much as 30%.
The Platform in its new incarnation is now available to all managed clients driving tweet engagements and video views. It's being tested by select clients driving mobile app installs and re-engagements. It will all be expanded to clicks and conversions in the coming months.