Twitter expands promoted tweets

The microblogging service said the move will help brands amplify their messages.

(Photo credit: Matthew Keys, via Wikipedia Commons)
(Photo credit: Matthew Keys, via Wikipedia Commons)

SAN FRANCISCO: Twitter has expanded its paid tweets service outside its own platform through partnerships with the mobile app Flipboard and Yahoo Japan.

Tweets could previously be published elsewhere on the Web using aggregation tools such as Storify or publishing tools such as Fabric or Twitter for Websites. However, the difference is that paid-for tweets can now be embedded into partner sites alongside regular tweets.

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 used the example of a Nissan campaign replicating the creative and targeting in its Twitter activity in other environments that feature organic tweets, such as in the Flipboard app.

As more partners join the trial, promoted tweets could be expanded to any kind of digital publisher or device, including TVs, websites, and mobile apps.

"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 said in a blog post about the launch.

The move gives Twitter opportunities parallel to Facebook’s Atlas ad product, which allows advertisers to use Facebook's data to target consumers outside the platform.

The launch took place just days before the company’s Thursday earnings call.

This article originally appeared on Campaign.

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