Twitter beefs up its advertising capabilities

Twitter is renaming its Twitter Publisher Network to Twitter Audience Platform and is adding on more capabilities. The Twitter Publisher Network was launched last year to help advertisers connect with audiences beyond the platform using the consumers’ existing mobile apps.The company is now offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform: Tweet engagements and video views. Secondly, Twitter is launching new creative formats to help advertisers better engage with their in-app audience.Advertisers can now extend their Promoted Video and Tweet Engagement campaigns to the Twitter Audience Platform and be seen in consumers’ apps even if these consumers are not Twitter users.This will be done through Twitter's partnership with mobile ad server and RTB platform MoPub. Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to brand campaigns across mobile apps to allow this. As on Twitter, Promoted Videos on the Twitter Audience Platform can play automatically on a device or an app.On the Twitter Audience Platform, Promoted Tweets can also be transformed into immersive ad formats including video, native ads, banners, and interstitials. Twitter users can now retweet and favorite directly from their Twitter Audience Platform ad. Twitter also added on customisable call to action buttons to help users drive their desired user action.According to a press release from Twitter, over the last few months, great feedback was received on how the Twitter Audience Platform has helped advertisers drive mobile app installs and re-engagements, higher engagement rates and incredible reach. Specifically, brand advertisers who ran campaigns across both Twitter and the Twitter Audience Platform were able to double their reach and lower CPEs by as much as 30%.Additionally, a June 2015 study that Twitter 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.