Twitter launches Audience Platform

Twitter Audience Platform is a simple and effective way for advertisers to reach over 700 million people on and off of Twitter.

Twitter, the online micro-blogging site, has launched Twitter Audience Platform which helps advertisers to reach their target audience effectively. According to an official communiqué from the company, it had launched the Twitter Publisher Network last year to help advertisers connect with audiences beyond Twitter, via thousands of mobile apps, while using measurement, targetting and creative tools.

Thereafter, the company has come up with a new and evolved product called Twitter Audience Platform which is a simple and effective way for advertisers to reach over 700 million people on and off Twitter.

Advertisers are being offered the ability to drive two additional objectives with the Twitter Audience Platform - Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally. Twitter has also launched creative formats to help advertisers better engage with their in-app audience as a part of the evolved product this time.

Below are the key features of Twitter Audience Platform:

Drive video views and Tweet engagements - One can now easily extend their Promoted Videos and Tweet engagement campaigns to the Twitter Audience Platform with a single click. Many of the targetting signals used on Twitter, such as interest, username and keyword, can be applied to one's campaigns across mobile apps. As on Twitter, Promoted Videos on the Twitter Audience Platform can play automatically on a device with all video being 100 per cent in-view.

New Creative Features

On the Twitter Audience Platform, Promoted Tweets are transformed into one of the immersive ad formats including video, native ads, banners and interstitials.

The new offering has also added creative features to interstitials to help one extend their best content beyond Twitter. Users can now Retweet and favourite directly from the Twitter Audience Platform. Moreover, customisable call-to-action buttons help to more efficiently drive desired user action.