Social media network Twitter announced that it is officially making its Audience Platform available for desktop and mobile web advertisers. Marketers can reach the site’s 800m strong audience through clicks, conversions and mobile app installs. In addition, it announced some new creative formats for direct response campaigns.
Twitter Audience Platform adds new formats
So far, the Twitter Audience Network has been a way to extend a brand’s reach beyond a tweet. However, the beefed up version adds the option to reach users on and off the social network and tap into some additional data. Acknowledging that desktop ads do still drive some ROI, marketers can also measure their campaigns cross-device. In addition, clients can now upload their creative formats in standard IAB ad sizes.
Some advertisers in the US will be able to use TellApart, a marketing tech firm Twitter acquired in 2015. A campaign on TellApart that’s extended to the Twitter Audience Platform automatically reaches mobile app, desktop and web inventory and promoted tweets get formatted across mobile and web formats.
According to the company, people who use Twitter spend around 8% more on a purchase than those who don’t. Those who are exposed to both mobile and desktop ads were 52% more likely to make a purchase.
Graeme Winston, Paid Social Associate Director, Precision Marketing, Starcom MediaVest Group, says:
“When we were launching our Galaxy S7 campaign, we were looking for new ways increase the scale of our efforts and reach incremental users from our target audience. From previous early adoption of the Twitter Audience Platform we found that this was a simple and effective way for us to extend our Twitter campaign to reach our audience, both on and off of Twitter. By extending the direct response phase of our campaign to reach users within mobile apps, we drove significantly more scale for our campaign at cost-efficient CPLCs.”
The move is sure to broaden Twitter’s business objectives and align it more closely to rival Facebook, which recently added support for desktop web for its Audience Network.