Twitter launches new platform for advertisers

The new feature was launched in India as part of the Twitter Audience Platform

Twitter will have 22 million users in India this year. Photo: Bloomberg
Twitter will have 22 million users in India this year. Photo: Bloomberg

New Delhi: In a bid to increase its advertising revenue, microblogging site Twitter Inc. is extending the reach of its advertisers to third-party mobile apps. The new feature was launched in India as part of the Twitter Audience Platform (TAP) on Thursday evening.

Last year, the company launched the Twitter Publisher Network (TPN) in the US and other markets to help advertisers connect with audiences beyond Twitter. This feature was not introduced in India at the time.

TPN has now been rebranded with significant engagement and creative upgrades as TAP for advertisers to reach over 700 million people on and off Twitter. The company generates an estimated Rs 10-15 crore in terms of advertising revenue in India, as per media buyer estimates.

“First, we’re expanding beyond mobile app installs and re-engagements by offering advertisers the ability to drive two additional objectives with the Twitter Audience Platform: tweet engagements and video views,” the company said in a blog post, explaining its new features.

“Both are now available for the first time in beta to all managed clients globally. Second, we’re launching new creative formats to help advertisers better engage with their in-app audience,” it said.

The company launched TPN to help advertisers connect with audiences on thousands of mobile apps.

“Since then, we’ve continued to test it with customers, listened to their feedback, and gained valuable insights. Now we’re excited to announce significant expansions to TPN, including a new name to better reflect the evolution of the product,” added the blog post.

Twitter at present works with 800 brands in India. Since January the company has been working towards setting up an in-house sales team spearheaded by Taranjeet Singh, business head, Twitter India. He will be heading the new audience platform initiative in the country as well.

“We did not launch TPN in India last year. But since it’s one of our fastest growing markets, TAP will be available in India for companies and brands active on Twitter to reach beyond the platform,” Singh said. The company did not disclose details of brands that have come on board as part of the new initiative.

Twitter will have 22 million users in India this year, a 30% rise from 17 million in 2014, according to a January report by market researcher Emarketer. It expects the website to have 40 million users in India by 2018.

Additional tools that Twitter introduces for marketers to leverage the platform “will always be a step in the right direction,” said Atul Hegde, chief executive officer, Ignitee Digital Solutions Pvt. Ltd, a digital media marketing firm.

“Hopefully, going forward there won’t be a gap of one year between the global and India launch,” he said.

As per GroupM data, ad spend on digital media has been growing at an average of 35% over the last two years. This year, within digital media, video, mobile and social are expected to be the biggest growth drivers.

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