Home Publishers Twitter Will Start Selling Ads – That Aren’t On Twitter

Twitter Will Start Selling Ads – That Aren’t On Twitter

SHARE:

PromotedTweetsTwitter is finally giving its promoted tweets wings to fly beyond Twitter’s own walls.

In a blog post Tuesday, Ameet Ranadive, Twitter’s senior director of product, said that advertisers will be able to syndicate promoted tweet campaigns running on Twitter to non-Twitter properties using the same creative and audience targeting parameters.

Twitter didn’t get specific on how the simultaneous campaigns would work from a technical standpoint, but it seems likely that it will work as a liaison between brands and third parties to ensure addressability on both platforms.

Although Twitter only has two partners in its new venture thus far – tests are running now on social reader app Flipboard and Yahoo Japan will soon follow – the move is part of Twitter’s plan to prove to investors it can monetize beyond its monthly active user (MAU) base of roughly 284 million, a number that increased just 23% YoY in Q3 2014.

At the time, CEO Dick Costolo did his best to convince investors that Twitter’s audience is more than just its monthly active users, noting that “hundreds of millions of users … come to Twitter every month but don’t log in.”

Costolo hinted late last year that Twitter was in the process of building products that would capitalize on these users.

Twitter’s Fabric SDK was one step in this direction, which includes an embed feature that lets developers easily include tweets and timelines in their apps.

By now enabling advertisers to extend their promoted tweet campaigns beyond Twitter’s owned-and-operated mobile and web properties, the company is looking to show Wall Street that there’s monetization beyond the MAU.

“For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience,” Ranadive wrote. “Twitter syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.”

Ranadive noted that the ads will fit natively into the third-party experiences around them.

NissanPromotedTweet

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Tweets already appear in a variety of places on the Internet – embedded into news stories and blogs and integrated into television shows –and now Twitter is hoping to make some money off of them. According to the company, tweets embedded outside of Twitter generated roughly 185 billion impressions in the third quarter of 2014.

Flipboard CTO Eric Feng told The Wall Street Journal that the promoted tweet unit has been “incredibly powerful in terms of expanding our monetization capabilities inside of our app,” but declined to get specific when asked how many of its 100 million users access Twitter content on Flipboard.

Twitter’s Q4 2014 earnings call will take place on Feb. 5.

Must Read

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

The IAB Tech Lab Isn’t Pulling Any Punches In The Fight Against AI Scraping

IAB Tech Lab CEO Anthony Katsur didn’t mince his words when declaring unauthorized generative AI scraping of publisher content “theft, full stop.”

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Here’s Who’s Testifying During The Remedy Phase Of Google’s Ad Tech Antitrust Trial

Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!

MX8 Labs Launches With A Plan To Speed Up The Survey-Based Research Biz

What’s the point of a market research survey that could take weeks, when consumer sentiment is rollercoasting up and down every day? That’s the problem MX8 Labs aims to tackle.