The Twitter Audience Platform Debuts

Twitter today announced that its Twitter Publisher Network has been renamed the Twitter Audience Platform with the introduction of new capabilities.

The new platform will expand Twitter’s marketing profile beyond mobile app installs and re-engagements with tweet engagements and video views. Beta tester JBL, for instance, used the enhanced tool to reach its target audience in apps.

“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,” said Dave Spinato, director of digital marketing and social media for JBL’s parent company Harman, in a blog published by Twitter. “For campaigns running on the Twitter Audience Platform, we achieved an engagement rate 15 times the industry average, as well as 70 percent incremental reach.”

Twitter Audience Platform allows marketers to move promoted tweets into several additional ad formats. Tweet engagement campaigns, for instance, can be transformed into interstitial and native ads. Promoted video campaigns can be turned into in-app video ads. Twitter users will be able to retweet and favorite directly from the Twitter Audience Platform.

“We saw that brand advertisers who ran campaigns across both Twitter and the Twitter Audience Platform can double their reach and lower cost per engagement by as much as 30 percent,” wrote Twitter Product Marketing Manager Eric Farkas in the blog. “A June 2015 study that we commissioned from MediaScience showed that consumers—both on and off Twitter users—spent about 123 percent more time with Twitter Audience Platform ads compared to traditional mobile interstitial ads.”

The company claims its revised platform can reach more than 700 million people on and off of Twitter.

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