Struggling Twitter launches new ad platform

2015-08-21 15:19 - Duncan Alfreds
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Cape Town - Twitter wants to boost the reach of businesses that advertise on the micro-blogging social network.

The company is expanding its Publishing Network (TPN) with the Twitter Audience Platform.

TPN allows advertisers to extend their reach beyond the network into mobile apps and the company said that the new platform would multiply that audience reach.

"Now we're excited to announce significant expansions to the TPN, including a new name to better reflect the evolution of the product: Twitter Audience Platform - a simple and effective way for advertisers to reach over 700 million people on and off of Twitter," said Eric Farkas, Twitter product marketing manager.

The new service will provide advertisers with tweet engagements and video views to help them build audiences as well as tools to drive user engagement.

"Many of the targeting signals used on Twitter such as interest, username, and keyword can be applied to your 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% in-view," said Farkas.

Revenue growth

Twitter is under pressure to grow its audience and revenue as shareholders deserted the site after poor revenue results and user growth numbers.

Twitter posted revenue growth of 61% to $502.4m in the second quarter of 2015, but that still translates to a loss of $136.7m.

Shares in the platform are on a downward spiral, slumping to $26 on Thursday from $36.68 in May.

A Pew Research Centre report found 72% of Americans who are online currently use Facebook, while Twitter's share is stagnant at 23%.

Digital advertisers are widely viewed as the next vehicle for brands to drive engagement, but advertisers have been slow to cross over.

According to the Interactive Advertising Bureau, US internet ad revenues hit $13.3bn in the first three months of 2015, representing growth of 16%. Meanwhile, PricewaterhouseCoopers (PwC) predicted that by 2019, US print revenues are expected to decline to $146.85bn from $144bn in 2014.

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