Twitter has announced that advertisers now have the ability to extend their promoted tweet and video campaigns to other apps.
Advertisers will have the option to turn their promoted tweets into different ad formats while still using the same creative and targeting elements. For example, tweet engagement campaigns could become native ads and promoted video campaigns will transform into in-app video ads.
The move is part of the platform’s expansion of its Twitter Publisher Network (TPN), which has now been renamed to Twitter Audience Platform.
Eric Farkas, product marketing manager at Twitter, said in a company blog post that the new capabilities will allow advertisers to reach more than 700 million people on and off Twitter.
Brands including Macy’s have tested the Twitter Audience Platform in beta.
Serena Potter, group vice-president of digital media strategy at Macy’s, said: “By extending our ad campaign from Twitter to mobile apps, we were able to drive incremental reach, strong performance, and promotional efficiencies. We achieved an engagement rate of 7.85 per cent, which surpassed industry benchmarks for mobile display campaigns.”
According to eMarketer, dollars generated through mobile ads will make up about 90 per cent of Twitter's overall advertising earnings from 2015 through 2017. It also predicts that Twitter's mobile ad revenues will nearly double over the next two years, from $1.19bn to $2.29bn.