Last year, we launched the Twitter Publisher Network to help advertisers connect with audiences beyond Twitter in thousands of mobile apps while using our powerful measurement, targeting, and creative tools. Since then, we’ve continued to test it with customers, listened to their feedback, and gained valuable insights. Now we’re excited to announce significant expansions to the TPN, including a new name to better reflect the evolution of the product: Twitter Audience Platform - a simple and effective way for advertisers to reach over 700 million people on and off of Twitter.
First, we’re 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. Second, we’re launching new creative formats to help advertisers better engage with their in-app audience.
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.
New creative features
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 example:
We’ve also added creative features to interstitials to help you extend your best content beyond Twitter. First, Twitter users can now Retweet and favourite directly from your Twitter Audience Platform ad. We’ve also added customisable call to action buttons to help you more efficiently drive your desired user action.
The Twitter Audience Platform automatically transforms your Promoted Tweets into in-app ad formats
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.
Here are a few examples from our beta partners in Australia and internationally.
Locally, Virgin Mobile (@VirginMobileAus) and the Victorian Transport Accident Commission (@TACVictoria) were among the first Australian brands to test the Twitter Audience Platform.
“As a telecommunications provider, it made a lot of sense for us to extend our advertising into mobile applications where we knew we would reach the right audience. We traditionally had strong engagement on the native Twitter platform so being able to extend that performance outside the Twitter platform made a lot of strategic sense for us. The results were great with a CPV of $0.05 on video, and a 2.72% engagement rate across the ad units where the industry average is around 0.23% in the telco category.” Jordan Kerr, Social Media Manager – Virgin Mobile
“When the Twitter Audience Platform launched we were keen to be one of the first Australian advertisers to make use of this new functionality. We were excited to see a 62% increase in engagement on TAP and a 44% reduction in cost per engagement compared to our Twitter Promoted Tweets only campaign benchmarks during the same period.” – Sarah Mundine, Online Communication Manager, Transport Accident Commission
In the U.S, Macy’s (@Macys) ran a campaign on the Twitter Audience Platform in July to increase brand awareness, and saw great success:
“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%, 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.” – Serena Potter, Group Vice-President, Digital Media Strategy, Macy’s
One of Macy’s Tweet engagement campaigns that was extended to apps via the Twitter Audience Platform
JBL (@JBLaudio) used the Twitter Audience Platform to increase brand awareness among high-intent shoppers:
“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% 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.” - Dave Spinato, Global Director of Digital Marketing and Social Media, HARMAN
JBL used the Twitter Audience Platform to reach its target audience in apps.
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.
“When video on the Twitter Audience Platform launched we were keen to be the first UK advertiser to make use of this functionality. We saw a 365% increase in video views on the Twitter Audience Platform and CPVs saw an 84% decrease.” –Graeme Winston, Paid Social Associate Director, Precision Marketing, Starcom Mediavest Group
The Twitter Audience Platform extended Samsung UK’s Promoted Videos by turning them into in-app video ads
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, we have plans to expand the program to other objectives, including website clicks and conversions.
To get started with the Twitter Audience Platform, reach out to your Twitter account team. To create a Twitter Ads account, visit ads.twitter.com/getstarted. To find out what this means for publishers, please visit the MoPub blog.