Twitter, Inc. has just renamed the Twitter Publisher Network, a way to help advertisers to connect to audiences in and out of Twitter, to the Twitter Audience Platform, and added two new features for advertisers to take advantage of, according to a blog post from Twitter.
The new platform allows advertisers to have tweet engagement campaigns and promoted videos, expanding its reach beyond mobile app installs and re-engagements.
The Twitter Audience Platform allows advertisers to have their promoted Tweets be transformed into one of Twitter's immersive ad formats, according to the blog post.
This will allow the tweet engagement campaigns of advertisers to become native interstitial ads in Twitter.
Twitter also said in the blog post that advertisers can also have their promoted videos become an in-app video ad in Twitter.
Advertisers can also turn their app install or re-engagement campaigns to interstitial or banner ads.
Twitter added in the blog post that advertisers can also extend their best content beyond Twitter with the creative feature in interstitial ads.
Twitter users are now able to retweet and favorite from an advertisers Twitter Audience Platform ad.
Twitter also said in the blog post that they've also added a customizable call to action button for advertisers to use.
The customizable button will help advertisers in driving their target audiences to do their desired action in the ad.
Bulletin Leader added that these new features of Twitter Audience Platform will help Twitter's advertisers.
An example would be Sony, who used Twitter's auto-play video ads in its success of promoting the film Goosebumps.
"The idea behind sending personalized video recordings direct to Twitter users who participated in the trailer launch was to keep the conversation going as long as possible", Elias Plishner, executive vice president of Worldwide Digital Marketing for Sony Pictures, told Bulletin Leader.
The Star adds that the video advertising industry is an effective and lucrative business and Twitter was not the first tech company to introduce the new ad-buying feature.
Facebook announced a similar program last week.
Twitter added in the blog that the new platform is "now available globally to all managed clients driving Tweet engagements and video views."
Select clients are also testing the Twitter Audience Platform in mobile app installs and re-engagements.
