Twitter Updates External Ad Function To Reach More People

Twitter Updates External Ad Function To Reach More People
SHARE
THIS



Twitter has rolled out an updated function to its advertising platform that will allow further reach for advertisers.

The offering – previously called the Twitter Publisher Network and now named Twitter Audience Platform – expands upon the platform’s external ad offering, giving more creativity to advertisers and a further reach of 700 million people.

Chatting with the sales director at Twitter Australia, Angus Keene, he explained how the creative for promoted tweets can change once the user is off the Twitter app platform on mobile.

“With a simple click of a button, our technology transforms the Promoted Tweet creative and then turns it into a format that then works best across mobile apps,” he said.

So the Promoted Tweet inside the Twitter app will still look the same, however if a Twitter user clicks out of the Twitter app onto another app (like a gaming one) they may then be served a Twitter ad from the advertiser in a new form – either in a video or a full-page interstitial.

It won’t be for all apps however as obviously users won’t have ads from Twitter advertisers popping up on Facebook and Instagram.

Keene said it would be from the apps that are a part of MoPub, a mobile-focused advertising exchange, which Twitter acquired in September 2013, and of course it would all be relevant to the consumer.

“It’ll be mostly gaming apps, business apps, lots of different categories are within that,” he said.

When asked whether it might be annoying for customers to receive ads from Twitter advertisers on non-Twitter platforms, Keene wasn’t fazed.

“We haven’t had any feedback from consumers,” he said, “but I think consumers are used to these types of ads across mobile apps and we’ve seen great results from our beta test partners from an advertising perspective.”

Needless to say, the Twitter team is pretty chuffed with the roll-out, available to all Aussie advertisers now.

“The reason we’re so excited is it’s a new way for advertisers to easily extend the reach of their campaigns beyond Twitter across Australia’s direct mobile apps” he said.

Three notable brands that tried the new offering during Twitter’s beta testing, Toyota, Virgin Mobile and the Transport Accident Commission (TAC) in Victoria, all achieved positive results.

“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,” said Jordan Kerr, social media manager at Virgin Mobile.

Sarah Mundine, online communication manager at TAC said: “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 per cent increase in engagement on TAP and a 44 per cent reduction in cost per engagement compared to our Twitter Promoted Tweets only campaign benchmarks during the same period.”

Keene added: “Recent research shows people are opening their phones upwards of 150 times a day and they’re actually spending 80 per cent of their time on their phone apps. Really what we’re doing is we’re just helping brands reach users where they’re spending the vast majority of their time.

“That could be on the Twitter app, but it could also be on one of their favourite gaming apps they’re using during the day.”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]