Twitter has begun syndicating promoted tweets on external platforms with the announcement of partnerships with both Flipboard and Yahoo! Japan to extend the flow of tweets to third party mediums.
The tie-ups will afford new opportunities for advertisers with Twitter citing the example of a Nissan campaign running across both Twitter and Flipboard, with the ability to run both simultaneously from Twitter utilising the same targeting and creative content whilst corresponding to the look and feel of the native app.
Ameet Ranadive, Twitter’s senior product director, said: “Thousands of web and mobile applications already syndicate Tweets to provide compelling content experiences, through products such as Fabric and Twitter for Websites. Combine that with the flexibility and control of a Promoted Tweet, and we think marketers will have an almost infinite capacity to create large-scale, rich and well-targeted advertising campaigns across a variety of platforms.
“This is the first of many opportunities to create such campaigns, one that provides great content and monetization opportunities for our syndication partners, provides high ROI for marketers, and, ultimately, a great experience for users.”
In the third quarter of 2014 alone Twitter estimates that there were 185bn tweet impressions off of Twitter through television, websites and mobile applications.