Twitter is expanding the potential audience for its Promoted Tweet ad campaigns by syndicating them to other services.
Syndicated Promoted Tweets will now appear in places like Flipboard, a mobile app specializing in customized content, and Yahoo Japan. Companies will be able to keep creative content in its original Twitter format because the ads will appear in Twitter streams that are already integrated into partner platforms.
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. Twitter syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.
Advertisers with promoted tweets, which let a company pay the firm to put a tweet in other users’ timelines, will now be able to pay extra to push the content on to the other two websites entirely.
Twitter senior product director Ameet Ranadive said in a Twitter blog post;
For example, let’s say Nissan is running a Promoted Tweet campaign on Twitter, but also trying to reach similar audience on a mobile application like Flipboard. Through this new partnership, Nissan could run a Promoted Tweet campaign on Twitter, with specific creative and targeting, and simultaneously run the campaign off Twitter, with the same targeting and creative in the Flipboard app. Best of all, because Flipboard already integrates Tweets into the app, the Promoted Tweet will have the same look and feel that is native to the Flipboard experience.
Ranadive also stated in Twitter’s blog that;
This is the first of many opportunities to create such campaigns, one that provides great content and monetization opportunities for our syndication partners, provides high ROI for marketers, and, ultimately, a great experience for users.
The service offers an additional revenue source for media owners and, according to Twitter’s blog, “provides great content and monetization opportunities for our syndication partners.”
Twitter’s special trait is that promoted tweets could be expanded to any kind of digital publisher or device, including TVs, websites, and mobile apps. In the third quarter of last year, 185 billion tweet impressions came off Twitter.
In another departure from its text-based, free-flowing roots, Twitter is increasingly controlling the stream of messages, showing users popular tweets they may have missed or even from accounts they never followed.
Twitter’s syndicated ads announcement comes just as the company is set to reveal fourth-quarter results Thursday.