Dive Brief:
- Twitter is offering video ads and promoted tweets and videos on third-party apps to reach a non-user mobile audience.
- The autoplay video ads and promoted tweets are served via the Twitter Audience Platform.
- Meanwhile, Twitter’s stock on Thursday dropped below its IPO price for the first time highlighting a need for a permanent CEO to right the ship.
Dive Insight:
Twitter is reeling a bit after losing its CEO, Dick Costolo, but it is heeding his words: one his final statements warned the micro-blog needs to reach users who don’t actually have Twitter accounts. To give marketers access to that audience it’s opened the Twitter Audience Platform ad network to sell promoted videos and tweets to mobile apps outside of Twitter. One benefit of this for Twitter is the ability to sell more video ads – a growing category – to a larger audience than its timeline feed.
Twitter also recently expanded how marketers can bid on mobile ads, adding optimized action and cost-per-install ad bidding options. Optimized action bidding is based on installs and marketers pay per clicks, while with cost-per-install (also based on installs) marketers pay based on installs.
