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In 2013 Twitter made one of the shrewdest investments of the year by purchasing mobile ad exchange company MoPub. The company specialised in providing in-app advertising across a wide range of network apps, offering promoted tweets and videos.<\/p>\n
This acquisition meant that Twitter suddenly has the ability to offer advertising on both their growing social network and within third-party apps \u2013 expanding their potential audience reach from 300 million to 700 million users.<\/p>\n
So what\u2019s the story, how does it work?<\/p>\n
In short, the new system will allow advertisers to run paid tweets or sponsor video content within apps. When the app user sees the sponsored tweet or video they can hit \u2018retweet\u2019 to share the tweet with their followers and\/or click on the advert to visit the company\u2019s landing page.<\/p>\n
This new format will dramatically extend the reach of promoted tweets, driving brand affinity through social media while delivering the same great results as traditional in-app advertising. But, to make the most of this new functionality, brands will have to develop the way they use promoted tweets and in-app advertising, more closely integrating ad copy, video, landing pages and supporting social media activity.<\/p>\n
Is this really that revolutionary?<\/p>\n
It might not sound it, but the new feature is set to shape a new era of advertising. As the battle between browsers, advertising networks and ad blockers wages on, Twitter is sidestepping the entire war by integrating advertising with social media and apps. Ultimately, users are spending more time on mobile devices playing on apps while they increasingly using ad-blocking software on desktop browsers. Advertising platforms are responding to this by focusing more on apps, where advertising cannot<\/em> currently be blocked.<\/p>\n What\u2019s more, in April 2015 Google\u2019s subsidiary Doubleclick did a deal with Twitter to integrate promoted Tweets into the Doubleclick Bid Manager. This move made it much easier to measure the effectiveness of Twitter campaigns.<\/p>\n