Twitter Develops Audience Platform for Better Engagements and Video Views

Twitter has added a slew of targeting and creative features to its Audience Platform, letting advertisers reach more than 700 million users on and off the network.

The new Audience Platform is built upon the Twitter Publish Network that was introduced last year, allowing advertisers to drive Tweet engagements and video views, in addition to existing mobile app installs and re-engagements. For example, advertisers can use many of the targeting signals on Twitter – including interests, usernames, and keywords – in their ad campaigns across different mobile apps.

Twitter has also integrated creative tools into the new Audience Platform. Promoted Tweets can now be automatically transformed to immersive ad formats such as video, native ads, banners, and interstitials.

For interstitials, Twitter users can now retweet and favorite directly from the Twitter Audience Platform. Customizable call-to-action buttons are also available for advertisers to drive user action. At the moment, Twitter is testing the product with select clients, including Macy’s, JBL and Samsung Mobile UK. In the upcoming months, Twitter will expand the program to other objectives, including website clicks and conversions.

Meanwhile, Promoted Videos on the Twitter Audience Platform can play automatically on a device with all video being 100 percent in-view. Both features are now available for the first time in beta to all managed clients globally.

Homepage image via Shutterstock