Twitter just announced Promoted Tweet syndication, which sees the company showing its ads outside of Twitter. This is starting with Flipboard and Yahoo Japan.
There's no question that Internet users experience Twitter in many places beyond Twitter itself, so it make sense that Twitter would try to apply that to Promoted Tweets.
"What makes Twitter unique is that Tweets can flow from Twitter to other mediums seamlessly, like TV, websites, and mobile applications," says Ameet Ranadive, Senior Director of Product. "In fact, in the third quarter of 2014 there were approximately 185 Billion Tweet impressions off of Twitter. For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience. Twitter syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas."
"For example, let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach similar audience on a mobile application like Flipboard," Ranadive adds. "Through this new partnership, Nissan could run a Promoted Tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app. Best of all, because Flipboard already integrates organic Tweets into the app, the Promoted Tweet will have the same look and feel that is native to the Flipboard experience."
Twitter says it sees the syndication as an opportunity for marketers to increase their capacity for large-scale ad campaigns on an "almost infinite" basis. The more syndication partners Twitter picks up, the more that will be true.
Advertisers interested in taking advantage of syndicated Promoted Tweets are told to contact their account representative. Publishers interested in partnering can email the company at firstname.lastname@example.org.
Image via Twitter