Twitter Will Push Promoted Tweets To Third-Party Apps & Sites
In a move to target its off-Twitter audience, the company announces first syndication partnerships, with Flipboard and Yahoo Japan.
Twitter today took a step to push its advertising products beyond Twitter, announcing partnerships to syndicate promoted tweets on Flipboard and Yahoo Japan.
With the move, Twitter is hoping to boost its efforts to monetize its latent audience, the millions of people who see tweets on television, mobile apps and other websites. Twitter says tweets received 185 billion impressions off Twitter during the third quarter of 2014, but up to now it didn’t have a way to monetize those impressions.
Twitter senior product director Ameet Ranadive explained in a post on the company’s Advertising blog:
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.
Here’s how a syndicated promoted tweet might look on Flipboard:
Twitter said limited tests with Flipboard produced “promising results” for advertisers and that it was looking for more publishers to partner with.
Read more on the Twitter blog post.