Going against the grain of ‘mobile-first’, the Twitter Audience Platform (TAP) has now been made available on desktop and the mobile web, having been exclusive to in-app ads since its inception.

TAP came about as a result of a 2013 merger with mobile monetisation platform MoPub, offering a “simple and effective” way for Twitter’s advertisers to gain access to inventory across the thousands of apps on MoPub’s books, utilising Twitter’s powerful targeting and analytics.

Now, Twitter says advertisers can “seamlessly” extend their campaigns to make full use of Twitter’s total audience reach of 800 million visitors engaging with integrated apps and websites – whether on or off Twitter – regardless of device.  

New horizons

Access to this larger chunk of Twitter users is going to pay dividends to advertisers, according to the group, who state that users of its network have more of a propensity to spend more on e-commerce transactions.

“We see that people who use Twitter who make a purchase spend on average 8% more than people who don’t use Twitter who also purchased a product, good or service, and in some cases –– spend up to 18% more,” said Twitter’s Rebecca Resnick, senior product manager of revenue.

Advertisers signing up to TAP can opt to have their Promoted Tweets transformed into native ads, banners and interstitials, while also having the option to upload creative formats in IAB-accredited dimensions.

This presents itself as an option for marketers looking to test and optimise their Twitter display campaigns, and a ‘traditional’ one that caters for the ease of publisher integration, if one that faces scrutiny for ‘banner-blindness’ and the rise ad blocking.

The update to TAP means advertisers can now drive clicks, conversion and mobile app installs in campaigns off Twitter without having to run separate campaigns.

Previously, brands were only able to syndicate Promoted Tweets and Video across both, which limited engagement to views and retweets.