Twitter is significantly widening the reach of its mobile advertising network—newly rebranded as the Twitter Audience Platform—to include ads outside its microblogging site.
For some context, the social media company launched its Twitter Publisher Network last year as a means for advertisers to use one interface to buy campaigns that ran on Twitter's apps and websites, as well as for publishers who were collaborating with the MoPub company Twitter acquired almost two years ago.
Twitter is now expanding such efforts, and the rebranding of the Twitter Publisher Network (TPN) and the Twitter Audience Platform (TAP) is part of the deal, the company explained in a new blog post.
According to the announcement, the new TAP aims to help advertisers reach more than 700 people, whether they're on Twitter or not.
In addition to mobile app installs and re-engagements, TAP is now allowing advertisers to drive Tweet engagements and video views. Both of these two new objectives are available for the first time, coming as a beta to all managed clients worldwide. Moreover, Twitter is also offering new creative formats that will enable advertisers to improve the way they engage with in-app audiences.
Extending Promoted Video and Tweet engagement campaigns to the new TAP takes just a single click, and advertisers can apply most of the targeting signals they use on Twitter to their other campaigns across mobile applications. Just like on Twitter, the Promoted Videos featured on TAP will play automatically on a device.
At the same time, TAP brings all Promoted Tweets into one format, including videos, banners, native ads and interstitials. For instance, Tweet engagement campaigns turn into native ads and interstitials, Promoted Video campaigns become in-app video ads, while app install or re-engagement campaigns turn into interstitial or banner ads.
Interstitials, meanwhile, also get additional creative features to help advertisers drive their top content beyond the microblogging website. Twitter users will be able to retweet or favorite something straight from the advertiser's TAP ad, which should be a notable improvement.
TAP is now available across the world, allowing all managed clients to join in the party, and Twitter aims to expand the platform over the next few months to include additional goals such as website clicks and conversions.
