Twitter, looking to pump up mobile-advertising revenue, is now letting advertisers place their sponsored tweets and auto-play videos across a network of thousands of third-party apps — a move coming a week after rival Facebook launched a similar capability.
The newly renamed Twitter Audience Platform (previously the Twitter Publisher Network) leverages the mobile-advertising network from MoPub, which Twitter acquired for $350 million in September 2013. That will expand its ad reach to some 700 million mobile users, both on and off Twitter, according to the company.
Advertisers aren’t able to select which apps their ads run in, but Twitter promises clients that it takes a rigorous approach to brand safety that includes reviewing every app, as well as removing dating, social networking and “high maturity” apps.
Mobile is critical to Twitter’s future: Ads on mobile devices represented 88% of its $452 million in total advertising revenue for the second quarter of 2015.
According to Twitter, MoPub publishers will have exclusive access to campaigns running on Twitter from more than 90,000 advertisers. About 31,000 mobile apps are currently active in the MoPub network, but not all of those will be available through the Twitter Audience Platform.
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Many of the targeting signals used for ads on the social service — such as interest, username and keyword — also can be applied to campaigns across third-party mobile apps, Eric Farkas, Twitter product marketing manager for revenue, wrote in a blog post.
Twitter also is launching new creative formats with the expanded footprint. Those include the ability to convert tweet engagement and promoted video campaigns into interstitial and native ads, and to render app-install or re-engagement campaigns as interstitial or banner ads.
In addition, the Twitter Audience Network includes the ability for Twitter users to retweet and favorite directly from the ad wherever it’s distributed, as well as customizable call-to-action buttons.
Marketers that have run campaigns using the Twitter Audience Platform include Macy’s, JBL and Samsung U.K. (pictured above).
Samsung U.K.’s use of its Twitter promoted videos as in-app video ads resulted in an increase of video views by 365% while cost per view decreased 84%, according to Graeme Winston of Starcom Mediavest Group.